THE IMPACT OF SUSTAINABLE MARKETING PRACTICES ON CUSTOMER VALUE THROUGH PERCEIVED QUALITY: A SURVEY STUDY OF THE GENERAL COMPANY FOR ELECTRICAL AND ELECTRONIC INDUSTRIES

Abstract

The aim of this research is to examine the impact of sustainable marketing practices, including sustainable product, sustainable distribution, sustainable promotion, and economic dimension, on customer value mediated by perceived quality in the General Company for Electrical and Electronic Industries, represented by Al-Qeithara Company and Tulip Flower Company in Baghdad. The research attempts to answer questions related to the research problem, including whether there is an effect of sustainable marketing practices on customer value mediated by perceived quality. A questionnaire was distributed to a sample of technicians in the General Companies for Electrical and Electronic Industries in Baghdad. The current research relied on the questionnaire, personal interviews, and field visits as primary measures. The relationship between the variables was tested using a random sample of 231 technicians working in the factories, and various statistical methods were employed using the software programs (SPSS v.28, AOMS v.26). The research concluded with several findings, the most important of which is the precedence of variables based on relative importance, which were in order: sustainable marketing practices, customer value, and perceived quality. The results indicated that sustainable marketing practices have an impact on customer value mediated by perceived quality.