The role of the marketing mix elements in enhancing customer loyaltyField research in a group of large single market in Baghdad
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Represented The main objective of the research is to identify the role the elements of the marketing mix (product, price, promotion, distribution, personnel, physical evidence, process) in enhancing customer loyalty. (Behavioral loyalty, situational loyalty, perceptual loyalty), and for the purpose of achieving the goal, the researcher adopted the descriptive analytical approach to analyze the hypotheses of correlation and impact for the research. Information was collected through the questionnaire prepared for this purpose, and opinions were surveyed.(300) customers from the markets, and the use of the statistical program (SPSS & Amos 26) for the purpose of testing the relationship and influence. The research reached a set of conclusions, the most important of which are (the presence of the elements of the marketing mix, promotion, distribution, employees, physical evidence in enhancing customer loyalty, whether it is behavioral, attitudinal or perceptual, but to different degrees, and the lack of influence of the product, price, process in enhancing customer loyalty). The research concluded with a set of recommendations; The most important of which emphasized (The need for markets to be interested in employing the elements of the marketing mix and increasing interest in the products offered to customers in a way that is commensurate with their needs, in addition to paying attention to pricing policies and processes used to increase their impact on enhancing customer loyalty).
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