Abstract

 The current study seeks to identify the role of knowledge absorptivity, represented by its dimensions (knowledge acquisition, knowledge absorption, knowledge investment, knowledge transfer), and entrepreneurial learning as an independent variable, represented by its dimensions (exploratory entrepreneurial learning, investment entrepreneurial learning), in enhancing customer trust, represented by (benevolence, credibility). The problem of the study is to attempt to explain the rapid changes and challenges in competitive markets, through organizations, to maintain the trust and loyalty of their customers. Customer trust is not merely customer satisfaction; it is a relationship built on reliability, transparency, and quality, and is the foundation of any successful business. Knowledge absorption and entrepreneurial learning are important tools that organizations can use to enhance customer trust. However, many organizations fail to use these tools effectively, leading to a decline in customer trust and a negative impact on the organization's overall performance. This can be expressed through several questions, the most important of which is: Does knowledge absorptivity and entrepreneurial learning play a role in building and enhancing customer trust? What is the impact of each of these on customer confidence among the study sample? The 
study population consisted of lecturers working in private universities affiliated with the holy shrines of Imam Hussein and Al-Abbas in the governorates of Najaf and Karbala. The number of questionnaires distributed amounted to 300. After sorting and verifying the data, the number of questionnaires valid for analysis amounted to 262 out of a total of 274 questionnaires that were retrieved. One of the most important conclusions is the focus of universities on encouraging research and innovation in various fields, which means that these activities enhance the university's 
reputation and increase customer confidence in providing advanced educational content. The most important recommendations included obligating universities to improve communication channels with customers, including students and parents. This requires establishing effective communication mechanisms in a way that enhances transparency and builds trust, which increases customer satisfaction with the services provided.