Relationship Marketing and Its Effect on Customer Loyalty in the Services Sector: A Case Study of Zain Iraq

Abstract

This study explores the role of relationship marketing in fostering customer loyalty within Zain Iraq, a key player in the telecommunications sector. Despite the growing importance of relationship marketing, there is limited research on its specific impact in the Iraqi context. This study aims to fill this gap by assessing the relationship marketing strategies employed by Zain Iraq and their influence on customer loyalty. A survey was conducted with 500 Zain Iraq customers to gather data on their perceptions of the company's relationship marketing efforts. The findings reveal a significant positive correlation between these efforts and customer loyalty, with most respondents expressing satisfaction with Zain's commitment to building long-term relationships and delivering high-quality services. These results underscore the importance of effective relationship marketing strategies in enhancing customer loyalty, suggesting that telecommunications companies in similar markets could benefit from prioritizing these practices.