The Psychological Composition of The Customer and Its Impact on The Marketing Activity in Iraqi Commercial Companies

Abstract

Many countries, institutions, and organizations place a significant emphasis on public relations activities. This importance is highlighted in the researcher's approach to a company that has a direct touch on life as a result of social, cultural, and economic development, constructing devices aimed at establishing strong relationships with the Iraqi public.

This research gains its importance from the significance of public relations in the commercial sector, especially since public relations are under the umbrella of commerce and industry. It aims to understand the extent of commercial agencies' (brands) practice of public relations activities within Wasit Governorate and to identify the extent to which public relations methods are realized in these agencies, as well as the challenges faced in implementing these methods. Additionally, it examines the reliance of commercial agencies within Wasit Governorate on public relations activities to achieve the upper management's goals.

The analytical aspect was executed by applying it to the study sample, which represents the research community of selected samples from commercial agencies (brands) within Wasit Governorate and their customers managed by public relations (the internal audience). The research sample represents the public relations customers of the marketing activity for commercial agencies, aiming to determine the extent of scientific steps application in practicing public relations in the commercial sector in Iraq, specifically in the General Company for Food Trade.

Cronbach's alpha coefficient model was applied to evaluate the reliability of the tools used in the study. Furthermore, the correlation coefficient was applied to determine the strength of the relationships between various variables. The results show that each dimension of trust, commitment, communication, and satisfaction is positively correlated with the dimensions of customer loyalty (behavioral and attitudinal). This demonstrates the importance of building trust, enhancing communication, and achieving customer satisfaction in fostering customer loyalty in the commercial agency market.