Customer Capital and its Role on Promoting Entrepreneurial Marketing: The Case of Small and Medium Enterprises in Iraq

Abstract

This research examines the role of the customer capital through its three dimensions (market intelligence, customer delight and customer loyalty) on entrepreneurial marketing. The empirical study of this research was used in Iraq, Baghdad, on small and medium -sized enterprises, and the questionnaires were the researchers who randomly chose 60 from small and medium enterprises to distribute 400 questionnaires to employees and about 21 of these questionnaires were invalid, after collecting the data, it was analyzed to show the relationship between the factors. The results of this study showed that there is an effect on the customer capital in the entrepreneurial marketing, and the hypotheses of this study have been supported in conducting more research in other countries and the other legal form to work to generalize the results