The Impact of the Components of Holistic Marketing on the Customer Experience: Case Study, KOREK Telecom Employees in Karbala and Mosul Branches

Abstract

The customer experience while dealing with a company is the result of several circumstances and surrounding variables. Therefore, the main aim of this paper is to study the impact of holistic marketing on customer experience. Holistic marketing consists of four dimensions (i.e., internal marketing, performance marketing, relationship marketing, and integrated marketing). The hypotheses of this study are assumed that Holistic marketing dimensions are affecting the customer experience. The case study of this paper is based on the employees’ answers of two branches Karbala and Mosul of a well-known company is Korek-Iraq. In this paper, the number of samples is 36 which is equal to the total number of employees in these two branches. The analytical descriptive approach has been used in this study for evaluation purposes. Based on the statistical results, the hypotheses of this study have been approved where the Holistic marketing dimensions have a significant positive impact on customer experience. Consequently, this paper recommends that the company should take more care of these four dimensions in order to provide the customer with a wonderful sensory, emotional and social experience