Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 2

(Tabulated) indicates the rejection of the null hypothesis of independence, and the relationship between the two variables is statistically significant. Further analysis shows that Pearson's correlation R = 0.265 with Approx. Sig. of 0.000 less than 5% standard error, implying a weak positive but statistically significant between the variables. Cross Tab 2: “At our company, the customer experience, the strategy, and the brand are inseparable" * “The Respondent's organization has a clearly defined customer-centric strategy communicated across all functional departments." Tables 3 and 4 reported similar calculations performed on the relationships. Outcomes show that 124 (62%) of the respondents who confirm that the customer experience, the strategy, and the brand are inseparable in their organizations also agree that their organizations' strategies have a clearly defined customer-centricity communicated across all departments. More results show that the calculated value of Pearson's Chi-Square is 8.845, df is 3, and the p-value is under Asymp. Sig is 0.006. Chi-Square (Tabulated; df =3, α =5%) is 7.815. The Chi-Square (Calculated) is greater than the tabulated, asserting the rejection of the null hypothesis of independence, and the relationship between the two variables is statistically significant. Further analysis shows that Pearson's correlation R(p=0.040 <5%) = 0.148, implying a very weak positive but statistically significant relationship between the variables. Cross Tab 3: “Our HR systems support the customer experience” * “The Respondent's organization has a clearly defined customer-centric strategy communicated across all departments." Outcomes show that 110 (55%) of the participants who confirm that their HR systems support the customers' experience agree that their organizations have a clearly defined customer-centric strategy communicated across all departments. Also, results show that the calculated value of Pearson's Chi-Square (Calculated; df =4, p=0.000) = 22.704. The Chi-Square (Tabulated, df = 4, α =5%) is 9.488. If the Chi-Square (calculated) is greater than that of the tabulated, then the null hypothesis of independence is rejected, and the relationship between the two variables is statistically significant. Moreover, Pearson's correlation R (p=0.002 <5%) = 0.219 implies a weak, positive, and statistically significant between the variables. Cross Tab 4: “Our reward systems reinforce the behaviors we try to promote around serving customers” * “The Respondent's organization has a clearly defined customer-centric strategy communicated across all departments." Outcomes show that 88 (44%) of the participants who confirm that the reward systems reinforce the behaviors they try to promote around serving customers also agree that their organizations have a clearly defined customer-centric strategy communicated across all departments. Furthermore, outcomes show that Pearson's Chi-Square (calculated, df =9, p=.005) = 23.498. The Chi-Square (Tabulated, df=9, α =5%) is 16.919. Therefore, since Chi-Square (Calculated) is greater than the tabulated value, the null hypothesis of independence is rejected, and the relationship between the two variables is statistically significant. Moreover, Pearson's correlation R(p=0.000 <5%) = 0.252, implying a very weak positive but statistically significant between the variables. Cross Tab 5: “Our internal communications help create clarity and commitment toward delivering the customer experience" * “The Respondent's organization has a clearly defined customer-centric strategy communicated across all departments." 55% (109) of the participants who confirm that their internal communications help create clarity and commitment toward delivering the customers' experience also agree that their organizations have a clearly defined customer-centric strategy communicated across all departments. Furthermore, outcomes show that the calculated value of Pearson's Chi-Square (Calculated, df =3, p=0.000) is 38.503. Chi-Square (Tabulated, df =9, α =5%) is 7.815. Therefore, since Chi- Square (Calculated) > Chi-Square (Tabulated), the null hypothesis of independence is rejected, indicating that the relation between the two variables is statistically significant. Also, Pearson's correlation R (p=0.000 <5%) = 0.359 implies a moderate, positive, and statistically significant relationship between the two variables. Cross Tab 6: “Our use of CRM technology enhances customer interaction” * “The Respondent's organization has a clearly defined customer-centric strategy communicated across all departments." Outcomes show that 68 (34%) of the participants who confirm that their use of CRM technology enhances customers' interaction also accept that their organizations have a clearly defined customer- centric strategy communicated across all departments. Also, 72 (36%) of those who agree and strongly agree that their use of CRM technology enhances customer interaction reject that their organizations have a clearly defined customer-centric strategy communicated across all departments. Furthermore, outcomes indicate that Pearson's Chi-Square (Calculated, df =12, p=0.000) = 152.826. Chi-Square (Tabulated, df = 9, α =5%) is 21.026. Therefore, since Chi-Square (calculated) value is greater than the tabulated, the null hypothesis of independence is rejected and indicates that the two variables are statistically significant and related. Moreover, Pearson's correlation R (Approx. Sig. of 0.000 less than α =5%) = An Assessment of Customer-Centricity Success Factors: Context of the Lebanese Market 15 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals