The effect of marketing orientation on customer loyalty behavior: A case study at the General Company of Iraqi Cotton Industries

Abstract

     This study examined the reality of marketing orientation in achieving customer loyalty. It is (There is a Significant effect relationship between the marketing orientation and customer loyalty in the General Company for Cotton Industries) and it represents the research community in the General Cotton Industries, where the sample consisting (of 110) persons was chosen. The study used several statistical methods to process and analyze data using the program (SPSS), these statistical methods are (arithmetic mean and standard deviation, stepwise). Based on the measurement and diagnosis of the study variables and the testing of the study hypotheses, the study reached a set of conclusions, most notably, the management of the General Company for Cotton Industries viewed marketing as a secondary function limited to promotion, advertising and lack of knowledge of the realities of marketing as activities to recognize the market's needs for industrial products and how to provide them.