The Role of Strategic Marketing in Enhancing Customer Loyalty

Authors

  • Azad Salih Nader Department of Business Administration, College of Administration and Financial Sciences, Knowledge University, Kirkuk Road, 44001 Erbil, Kurdistan Region, Iraq Author
  • Gazang Jameel Sadiq Department of administration,College of administration and economics, Salahaddin University-Erbil Author
  • Rebaz Jalal Ahmed Nanekeli Department of Business Administration, College of Administration and Financial Sciences, Knowledge University, Kirkuk Road, 44001 Erbil, Kurdistan Region, Iraq Author
  • Sakar Fattah Sulayman Department of Business Administration, College of Administration and Financial Sciences, Knowledge University, Kirkuk Road, 44001 Erbil, Kurdistan Region, Iraq Author
  • Idrees Sadeq Kanabi Department of Business Administration, College of Administration and Financial Sciences, Knowledge University, Kirkuk Road, 44001 Erbil, Kurdistan Region, Iraq Author

DOI:

https://doi.org/10.58840/fj23ws21

Keywords:

Strategic Marketing, Customer Loyalty, SMEs, Customer Engagement, Digital Marketing, Emotional Connection, Value Co-Creation, Customer Satisfaction.

Abstract

Customer loyalty is a critical determinant of long-term success for small and medium enterprises (SMEs), especially in competitive and dynamic markets. This study investigates the role of strategic marketing in enhancing customer loyalty among SMEs in Erbil, Kurdistan Region of Iraq. Using a quantitative approach, the research examines key dimensions of strategic marketing, including customer engagement, digital marketing, emotional connections, and value co-creation, and their influence on customer loyalty. The findings reveal that strategic marketing significantly impacts customer loyalty, with customer satisfaction mediating this relationship. Key results highlight the importance of personalized marketing, effective use of digital tools, and fostering emotional connections. The study offers practical recommendations for SMEs to implement innovative, customer-focused strategies and emphasizes the need for localized marketing approaches tailored to regional cultural nuances. It also provides implications for marketing practitioners, policymakers, and emerging markets while proposing directions for future research. This research contributes to the global understanding of strategic marketing practices in enhancing customer loyalty.

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Published

2025-02-11

How to Cite

The Role of Strategic Marketing in Enhancing Customer Loyalty. (2025). OTS Canadian Journal, 4(2), 1-13. https://doi.org/10.58840/fj23ws21

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