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
DOI:
https://doi.org/10.36322/jksc.v1i64.3477Keywords:
Holistic Marketing, Perceived Value of the Customer, Impact, for Mobile Communications CompaniesAbstract
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.
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