THE ROLE OF DIGITAL CUSTOMER ACQUISITION IN THE STRATEGIES OF PRODUCT DIFFERENTIATION AND PRODUCT DIVERSIFICATION: AN APPLIED STUDY IN THE GENERAL COMPANY FOR TEXTILE AND LEATHER INDUSTRIES

Abstract

This study aims to analyze the role of digital customer acquisition in supporting the strategies of product diversification and product differentiation in the General Company for Textile and Leather Industries. It focuses on the organization’s ability to attract customers through digital channels and the impact of this on product development and enhancing its competitive advantage. The research problem stems from the existence of a gap between the awareness of the importance of digital acquisition and the actual level of its application in supporting product development strategies. The study adopted a descriptive-analytical approach due to its suitability to the nature of the topic. A questionnaire was used as the main tool for data collection from a sample of (79) employees working in the company, in addition to employing a set of statistical methods to analyze the data and test the hypotheses. The study concluded that there is a significant correlation and impact of digital customer acquisition on both product diversification and product differentiation. This indicates that enhancing the use of digital tools in attracting customers contributes to improving the organization’s ability to offer diverse and differentiated products that meet market needs. The results also showed that digital acquisition represents an important approach to supporting product development decisions and strengthening competitive capability in the contemporary business environment.