Holistic marketing as an approach to achieving customer loyalty: An exploratory study at Al-Kut University

Abstract

The current research seeks to demonstrate the role of holistic marketing in achieving customer loyalty from the perspective of a sample of employees at Al-Kut Private University. To achieve this goal, the researcher adopted the descriptive analytical approach to test the relationships between the two research variables. A random sample of (117) employees and teachers working at the university was selected. The questionnaire, which was prepared according to the three-point Likert scale, was the data collection tool. The researcher adopted the statistical programming software (SPSS) to analyze the collected data. Within this framework, the research reached a number of conclusions, the most prominent of which was the existence of a relationship and a significant effect between the two research variables (holistic marketing and customer loyalty).