The College of Administration and Economics at the University of Baghdad discussed ,a master’s thesis in field of Business Administration by the students ( Hala Kamel Hussein) tagged with (The role of agile marketing in sustainable competitive advantage by mediating customer citizenship behavior ) Under supervision of (Prof. Dr. Nadhum Jawad Al-Zeidi )
The research aims to know and measure the role of lean marketing in its dimensions (reducing excessive marketing activities, reducing unnecessary operations, reducing waiting time, reducing unnecessary movements), in sustainable competitive advantage in its dimensions (quality, creativity, cost, technology), by averaging Customer citizenship behavior with its dimensions represented by (customer satisfaction, customer commitment, advocacy, and helping others), and the main problem of the research was an important question (to what extent can agile marketing contribute to achieving sustainable competitive advantage by mediating customer citizenship behavior?). Research into a number of Iraqi telecommunications companies represented by (Zain Company and Asiacell Company), and the size of the population of employees working in the companies amounted to (120) individuals, and a sample was selected from it, which, according to statistical treatment, amounted to (114) individuals, and they are the respondents to the research questionnaire that was prepared for this purpose. The researcher relied on the descriptive analytical approach to complete this research. To analyze the data, the statistical program (Spss.v.28), (Amos.v.26) and (Smart Pls 4) were used. Among the statistical methods used in the analysis process is (arithmetic mean). Coefficient of variation, standard deviation, normal distribution test for data, simple linear regression, multiple linear regression, path analysis, Sobel test, and confirmatory factor analysis. Among the most prominent findings of the research is the presence of an impact of agile marketing on sustainable competitive advantage and that This effect does not increase in the presence or mediation of customer citizenship behavior.