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Marketing Innovation and its Contribution to Promoting Customer Confidence-An Exploratory Study of the Opinions of A Sample of Workers in Singular Stores in the City of Mosul | ||
| TANMIYAT AL-RAFIDAIN | ||
| Article 10, Volume 41, Issue 136, 2022, Pages 212-232 PDF (826.4 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.33899/tanra.2022.176216.1191 | ||
| Authors | ||
| Hadeel A. K. Al-Dulaimi; Laila J. K. J. K. Al-Taie2 | ||
| College of Administration and economics/ Mosul University | ||
| Abstract | ||
| The research aims to identify the contribution of marketing innovation to enhancing customer confidence. Marketing innovation focuses on marketing activities and methods of marketing work, especially those related to the elements of the marketing mix, as organizations of all kinds have been interested in marketing innovation to achieve their marketing objectives through the increasing role of marketing innovation, which is the main means and tool. For the work of many organizations, including organizations operating in the city of Mosul, the problem of the study is summarized in an attempt to determine marketing innovation in enhancing customer confidence. The questionnaire consisted of a sample of workers in single stores in the city of Mosul, with a total of (51) forms, and (43) valid forms were retrieved for analysis and testing some hypotheses with the correlation and influence relationships between the research variables using many statistical methods based on a program. The research reached conclusions them. There is a correlation and impact relationship between marketing innovation and customer confidence, and in light of this, it has been A proposal that organizations use marketing innovation to practice their activities by developing the products offered by the organization and keeping pace with modern and rapid developments in the needs and desires of customers and maintaining the trust that customers give to the store | ||
| Keywords | ||
| marketing innovation; customer confidence | ||
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