The Role of Green Marketing in Achieving Customer Loyalty: An Applied Study in Diyala General Company for Electrical Industries

Mahmood Hassan Jumah; Rahman Mahmood Shahaza; Sadiq Hussein Abdalhassan

doi:10.25098/1.3.6

Authors

Mahmood Hassan Jumah Department of Public Administration, College of Administration and Economics, University of Diyala, Diyala, Iraq
Rahman Mahmood Shahaza Department of Public Administration, College of Administration and Economics, University of Diyala, Diyala, Iraq
Sadiq Hussein Abdalhassan Department of Business Administration, College of Management and Economics, Mustansiriyah University, Mustansiriyah, Iraq.

DOI:

https://doi.org/10.25098/1.3.6

Keywords:

التسويق الأخضر, ولاء الزبون

Abstract

Adopting the concept of green marketing is an urgent necessity for business organizations, helping them achieve many benefits, such as conserving natural resources and not harming the environment and achieving customer satisfaction by providing safe and environmentally friendly products.This research tests the relationship linkage and effect between the green marketing and customer loyalty, it consisted of the research problem of the impact of green marketing in the achievement customer loyalty in Diyala public company for electrical industrial. A questionnaire was used in data collection depending on the distribution of (49) questionnaire to the research sample. Data were analyzed using (SPSS) program. Using a number of statistical tools for tests the research hypothesis. The research found set of conclusions, one of the most important thinks was, that there is a linkage and impact relation between green marketing, its variables (Waste concept cancellation, Product redesign, Clarity of the relationship between price and cost, Making profitable environmental orientation), and customer loyalty as a whole. The research came out with many suitable recommendations.

References

أولا: المصادر العربية

- البكري، ثامر ياسر، التسويق: أسس ومفاهيم معاصرة، 2006. دار اليازوري العلمية للنشر والتوزيع، عمان- الاردن.

- البكري، ثامر ياسر، والبرزنجي، أحمد فهمي، التسويق الأخضر، 2007. دار اليازوري العلمية للنشر والتوزيع، عمان- الاردن.

- رؤوف، رعد عدنان، علاقة وأثر مضامين التسويق الأخضر وعوامل تحديد موقع المشروع، أطروحة دكتوراه، كلية الإدارة والاقتصاد- جامعة الموصل، 2005.

- عبيدات، محمد إبارهيم، التسويق الاجتماعي: التسويق البيئي، 2004. دار وائل للنشر والتوزيع، عمان- الاردن.

ثانيا: المصادر الأجنبية

- Cameran, Mara, Moizer, Peter, and Pettnicchoi, Angela (2010), Custoner satisfaction, corporate image and service quality in professional services, the service industries journal, vol. 30.

- Cooil, Bruce, Keiningham, Timothyl, Aksoy, Lerzan, and Hsu, Michael (2007), A longitudinal analysis of customer satisfaction and share of wallet: investigating the moderating effect of customer characteristics, journal of marketing, vol. 71.

- Johnson, Mark s, Garbarino, Ellen, Sivadas, Eugene (2005),influences of customer differences of loyalty, perceived risk and category experience on customer satisfaction ratings, international journal of market research , vol. 48.

- Kotler, P. (2009). Marketing Management. Pearson Education India.

- Kuenzel, Sven (2009), Development of customer satisfaction and customer loyality in business to business markets, Journal of international business and economics, volume, no. 4.

- Lee, Ming-Shing, Hsiao, Huey-Der, and Yang, Ming-Fen (2010), The study of the relationships, experiential marketing, service quality, customer satisfaction and customer loyalty, international journal of organizational innovation.

- Peattie, K. (2001) Green Marketing, Pittman, Prentice Hall, London.

-Pride, M., & Ferrell, C.(2007), Marketing Concepts & Strategies ,2nd Ed ., Houghton Mifflin Co.

- Sainy, Romi (2010 ), A study of the effect of service quality on customer loyalty in retail outlets, XIMB Journal of management.