The Effect of Holistic Marketing on the Perceived Value of the Customer: An Exploratory Study of the Opinions of a Sample of Employees and Customers in Zain and Asiacell Companies for Mobile Communications in Iraq

Authors

  • اثير حسوني جامعة القادسية / كلية الإدارة والاقتصاد
  • احمد عبد الله جامعة القادسية / كلية الإدارة والاقتصاد

DOI:

https://doi.org/10.36322/jksc.v1i64.3477

Keywords:

Holistic Marketing, Perceived Value of the Customer, Impact, for Mobile Communications Companies

Abstract

The current academic effort seeks to identify the impact of holistic marketing as an independent variable across its dimensions (internal marketing, performance marketing, relationship marketing and integrated marketing) on ​​the perceived value of the customer as a dependent variable across its dimensions (functional value, emotional value, social value, perceived quality, financial value).in Zain and Asia cell mobile telecommunications companies in Iraq. The study sample comprises (150) individuals working in the two companies, who are coupled by (150) clients of the two companies. For the purpose of achieving the aim of the research, a questionnaire has been adopted to collect the data related to the study variables, adopting a descriptive analytical approach to fulfill the study aims, and then analyzed by adopting some methods. The results have been attained using the statistical program (SPSS.V.24) and the program (Amos.V.24). A correlation and impact relationship between the holistic marketing and the perceived value of the customer have been found.

Downloads

Download data is not yet available.

References

Agarwal,A.(2012). "Concept of Holistic Marketing”. Available.

Asfour, A. M. (2016). The Impact of The Holistic Marketing Strategieson Increasing Customers Satisfaction In Containerterminal Ports, A Comparative Study Between East and West Port Said Container

Barrett, R. (2010). The importance of values in building a high performance culture. Barrett Values Centre

Brochado, A., & Pereira, C. (2017). Comfortable experiences in nature accommodation: Perceived service quality in Glamping. Journal of outdoor recreation and tourism,

Callarisa Fiol, L. J., Bigne Alcaniz, E., Moliner Tena, M. A., & Garcia, J. S. (2009). Customer loyalty in clusters: Perceived value and satisfaction as antecedents. Journal of Business-to-Business Marketing, 16(3).‏

Carlos Fandos Roig, J., Sanchez Garcia, J., Angel Moliner Tena, M., & Llorens Monzonis, J. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5).‏

Carlos Fandos Roig, J., Sanchez Garcia, J., Angel Moliner Tena, M., & Llorens Monzonis, J. (2006). Customer perceived value in banking services. International Journal of Bank Marketing, 24(5)

Domegan, C., Collins, K., Stead, M., McHugh, P., & Hughes, T. (2013). Value co-creation in social marketing: functional or fanciful?. Journal of Social Marketing, 3(3).‏

Gallarza, M. G., Gil‐Saura, I., & Holbrook, M. B. (2011). The value of value: Further excursions on the meaning and role of customer value. Journal of consumer behaviour, 10(4).‏

Iskoskov, M. O., Kargina, E. V., & Klochkov, Y. (2019, February). Innovative model of the organization of a marketing system at engineering enterprises. In 2019 Amity International Conference on Artificial Intelligence (AICAI) .‏

Kainth, J. S., & Verma, H. V. (2011). Consumer perceived value: construct apprehension and its evolution. Journal of Advanced Social Research, 1(1).‏

Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2).‏

Kim, V. W. E., & Periyayya, T. (2013). The beauty of Green branding: Way to the future. Global Journal of Management And Business Research.‏

Kotler, P& Keller, K (2012), Marketing Management, 14th edition, Pearson Education, New Jersey.

Kotler, P& Keller, Kevin L (2009), Marketing Management, 13ed edition, Pearson Education, New Jersey.

Leone, R. P., Rao, V. R., Keller, K. L., Luo, A. M., McAlister, L., & Srivastava, R. (2006). Linking brand equity to customer equity. Journal of service research, 9(2).‏

Martin Jr, To, W. M., E. F., & Billy, T. W. (2015). Effect of management commitment to internal marketing on employee work attitude. International Journal of Hospitality Management, 45, (14).‏

Mosavi, S. A., & Ghaedi, M. (2012). A survey on the relationships between perceived value and customer advocacy behavior. African Journal of Business Management, 6(4).‏

Orzan, G., Stoica, I., & Orzan, M. (2011). Online marketing strategies using organizational blogs. Holistic Mark Manage, 1, (52).‏

Payne, A., & Frow, P. (2017). Relationship marketing: looking backwards towards the future. Journal of services marketing, 31(1).

Premananto, G. C. (2015). Holistic Marketing 3.0: Menuju Organisasi Spiritual. Benefit: Jurnal Manajemen dan Bisnis, 18(2).‏

Schmidt, K. (2011). Holistic marketing for dance/movement therapy: A heuristic study. American Journal of Dance Therapy, 33(2).‏

Su, L., Swanson, S. R., & Chen, X. (2016). The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality. Tourism Management, 52, (8).‏

Yoo, J., & Park, M. (2016). The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands. Journal of Business Research, 69(12).‏

Zhang, J. Z., Watson Iv, G. F., Palmatier, R. W., & Dant, R. P. (2016). Dynamic relationship marketing. Journal of Marketing, 80(5).‏

Zhang, T. C., Gu, H., & Jahromi, M. F. (2019). What makes the sharing economy successful? An empirical examination of competitive customer value propositions. Computers in Human Behavior, 95,( 2).

Published

2022-04-08

How to Cite

حسوني ا. . and عبد الله ا. (2022) “The Effect of Holistic Marketing on the Perceived Value of the Customer: An Exploratory Study of the Opinions of a Sample of Employees and Customers in Zain and Asiacell Companies for Mobile Communications in Iraq”, Journal of Kufa Studies Center, 1(64), pp. 53–74. doi: 10.36322/jksc.v1i64.3477.

Similar Articles

1 2 3 4 5 6 > >> 

You may also start an advanced similarity search for this article.