The Role of Holistic Marketing in Enhancing Customer Confidence-An Exploratory Study of the Opinions of A Sample of Employees of Zain Mobile Communications Company in The City of Mosul

Abstract

The current research aims to identify the role of holistic marketing as an independent variable with its dimensions (internal marketing, relationship marketing, integrated marketing, performance marketing) in enhancing customer confidence as a dependent variable in service organizations, specifically mobile phone companies, as these organizations face strong competition in addition to The rapid changes in the technological aspect make it imperative for it to maintain its customers and gain their trust. The research problem was formulated by several research questions, including: Does holistic marketing have a role in enhancing customer confidence? The questionnaire form was distributed to a sample consisting of (managers, employees, sales representatives) in the Zain Mobile Communications Company in the city of Mosul, with a total of (50) forms, and (42) valid forms were retrieved for analysis. One of the statistical methods based on the Spss program, and some conclusions were reached, the most important of which is the existence of a significant correlation between the research variables, and in the light of which several proposals were presented, the most important of which was to emphasize the practices of the dimensions of holistic marketing, which is one of the basic ingredients for the success of organizations.