The College of Administration and Economics witnessed the discussion of the doctoral dissertation (The Effect of Emotional Marketing Dynamics on Customer Loyalty by Mediating the Leading Brand Feature) in the Business Administration Major for the student (Hamza Hassan Karim).
The research aims to identify the mediating role of the leading brand feature of the impact of emotional marketing dynamics on customer loyalty within the General Company for the Manufacture of Medicines and Medical Appliances / Samarra, and based on the field survey and interviews with individuals research sample.
The researcher made a number of recommendations, the most important of which is the need for the company to collect more specific information about customers by understanding their needs and expectations while providing its products and services, investing time and resources in understanding their behavior and weaknesses, conducting opinion surveys, collecting answers, analyzing purchase patterns, participating in market research to obtain insights into what customers need, improving diversity and choice by providing a variety of products that suit and meet their needs, which in turn enhances customer satisfaction and increases their loyalty to the brand and senior management. The company can invest in promoting and developing various methods of emotional marketing by creating communication channels through social networks that would provide opportunities to interact with customers, create emotional connections through interactive content, and talks, present their experiences, humanize the brand, display customer experiences, promote meaningful relationships, and urge senior management to design a marketing strategy for the company, taking into account the factors that directly affect the purchase decisions of customers and compare prices with brands to ensure that they get the best purchase process, so the company must take into account the factors that affect customers’ purchasing decisions.