The Role of Hidden Marketing in Achieving Customer Satisfaction

Abstract

The research aims to determine the extent of the impact of hidden marketing dimensions and its role in enhancing customer satisfaction in Asia Cell Company in Baghdad, due to the interest in the development of marketing for organizations as the greatest supporter towards improving performance and linking with achieving customer satisfaction goals, and thus achieving success in the long term, which made organizations move towards hidden marketing in their work and interaction with society to achieve success in a competitive business environment, so this study addressed two variables, the independent variable includes hidden marketing and its dimensions represented by (viral marketing, brand promoters, celebrity marketing) and the dependent variable includes (expectations, actual performance, conformity) and the statistical program (SPSS) was used to analyze the data of the researched field and extract the diagnostic description of the variables, by distributing 82 forms to a sample of employees working in (Asia Cell Company in Baghdad), and in light of that, a set of conclusions and recommendations were reached that are consistent with the research and achieve the greatest possible benefit.