The Impact of Value Engineering Approach on Enhancing Customer Commitment An Exploratory Study at the State Company for Textile and Leather Industries – Ready-made Garments Factory – Bartella Garment Factory

Abstract

 Through the field visit conducted by the researcher, several challenges were identified that hinder customer commitment, such as the preference for low-priced imported clothing over local products. Consequently, the main research problem was formulated with the following question: What is the impact of value engineering method on enhancing customer commitment to the products of the investigated factory?       The study presents a theoretical framework for value engineering, encompassing various stages including (data collection, function analysis, innovation and creativity, alternative evaluation, development, and presentation) as the independent variable. And its impact on customer commitment, with its dimensions of (affective commitment, continuance commitment, and normative commitment) as the dependent variable. The significance of the research lies in identifying new methods and strategies to improve customer commitment to purchasing locally manufactured products. The objective of the research is to draw the attention of the factory's management to the importance of value engineering method and its role in enhancing customer commitment to the products of the investigated factory.       The researcher employed a descriptive-analytical approach and developed a hypothetical model illustrating the impact and correlation between the research variables. To obtain the necessary data, the researcher used a questionnaire as the primary tool for data collection. A special questionnaire was designed for the factory employees and another one for its customers. These questionnaires were distributed to 50 factory employees and 50 customers, including hospitals and government departments.