Measuring Types of Marketing Orientation in Achieving the Dimensions Customer Loyalty: Analytical Study at the Iraqi General Company for Cotton Industries

Abstract

This study aims to analyze this hypothesis (there is a correlation between the types of marketing orientation and customer loyalty dimensions in the General Company for Cotton Industries). This study contributes to addressing a real problem that the industry sector suffers in general and the General Company for Cotton Industries in particular from the problem of customer loyalty to the General Company for Cotton Industries products for many reasons, the most important of which is importing free of tax, cheap price foreign products, regardless of quality without local products protection. Primary data are collected in the form of questionnaires and distributed to the factory manager, factory manager assistants, department heads and their assistants, division officers and their assistants in the General Company for Cotton Industries, and the total number of respondents were (110). Arithmetic mean, standard deviation, and Stepwise statistical methods were used in measuring the study variables, diagnosing them, and testing the study’s hypotheses. The study reached a set of conclusions, the most prominent of which is the lack of the management contentment in adopting activities that seek to create customer awareness about the specifications and features of the company’s current and new products.