Engaging Customers by Fostering Learning Process and Strategic Flexibility Together in Cellular Sector of Pakistan

  • Maryam Zeb International Islamic University, Islamabad, Pakistan
  • Ahmad Sher Iqra University Islamabad Campus, Pakistan
  • Muhammad Awais Iqra University Islamabad Campus, Pakistan
  • Hussaun A. Syed Wilfrid Laurier University, Toronto, Canada
Keywords: Organizational learning, Strategic flexibility, Enhanced customer performance, competitive advantage


Globalization has caused immense changes in the business environment and has made difficult for the organizations to respond quickly and effectively to the changing customer preferences. Therefore, organizations that are flexible and are involved in the learning process are able to compete in the modern markets. This research study seeks to achieve the understanding of the contribution of organizational learning along with strategic flexibility to enhance the customer performance in sustaining competitive advantage in a rapidly changing business environment. This allows the organizations to react quickly towards the changing market requirement. Questionnaire was used to collect data. Findings suggested that both the constructs of organizational learning and strategic flexibility help firms to adapt to the changing business conditions in order to satisfy the needs of their customers. The cellular companies in Pakistan call for new approaches to engage customers therefore, managers are required to focus on learning process along with strategic flexibility to respond to the changing market conditions in a timely manner.