Aseel M. A. “The Impact of Relationship Marketing on Enhancing Strategic Marketing Objectives: An Analytical Study of the Opinions of a Sample of Clothing Stores in the City of Mosul”

Abstract

The study aims to identify the possibility of the impact of relationship marketing to enhance strategic marketing objectives. It indicates that relationship marketing with its dimensions (trust, commitment, satisfaction, social ties, communication) is a marketing strategy that focuses on creating, maintaining and expanding relationships with customers. This comes along with organizations seeking to achieve strategic marketing objectives with their dimensions (profitability, sales growth, market share, building relationships with customers, return on investment). The research includes a number of questions that expresses the study problem, the most important of which is (to what extent does relationship marketing affect strategic marketing objectives?). To answer these questions, a hypothetical diagram is formulated that reflects the relationships and influences between the variables and dimensions of the study. This results in a set of main and sub-hypotheses that were tested using a number of statistical methods for the data collected by the questionnaire as a measurement tool, which has been distributed to (13) clothing stores in the city of Mosul. The study sample represents all employees in those stores, as the number of forms distributed amounted to (180 Questionnaires) forms. The program (Spss V.26) has been used to analyze the data. Finally, a set of conclusions was drawn, the most important of which is “the existence of a statistically significant positive impact of relationship marketing in enhancing strategic marketing objectives”. Based on the conclusions reached by the study in its theoretical and field aspects, a group of recommendations is presented in that respect.