Marketing knowledge is a stock achieved by the organization, whether it is successful or failed, and whether this stock of knowledge is acquired or implicit, and the challenge then remains in how to deal with this stock, as it represents the essence of successful marketing plans that are based on the wisdom of the mind to measure the different market variables. Contemporary organizations dealing with marketing knowledge is very important because of the challenges facing the management of these organizations, which are represented in how to track customers, serve their needs and gain their loyalty, and how to use information through marketing knowledge to obtain a share and position in the competing financial markets.

And that successful marketing is the one that cares about the directions of customers, as it requires the marketing department in the organization to see and know everything that is necessary to conduct and prepare comprehensive and realistic studies for the target market, and these studies include accurate data that includes the needs and requirements of the customer, sales, and the number of consumers and their positioning. The Marketing Department is working hard towards providing the best in terms of efficiency, quality, and good and advanced specifications of the product and service. The organization's marketing department makes outstanding improvements in order to be able to reduce and limit technical problems and their negative effects, and to facilitate the way they are used. Making decisions aimed at preserving the distinct mental image of its products to the consumer by communicating the benefits and advantages of products that are consistent with the needs and desires of the consumer.

Loyalty represents the consumer's level of commitment to purchasing a specific product or service. Loyalty is linked to the process of repeat purchase from an organization, which gives organizations the advantage of searching for everything that is creative and new and introducing it to the organization in order to prevent customers from switching to competitors' products or services. Hence, maintaining the organization's market shares at the level of its performance, especially if a new competitor enters the market. Loyalty to the institution is defined as the customer’s adherence and desire to purchase and retain its products or services and to be keen to request them without other similar products.

Study Problem

In light of the challenges faced by the banking sector in Iraq to keep pace with market changes, it has become necessary for banking institutions to raise the financial level by arming themselves with marketing knowledge in order to achieve customer loyalty, through a personal interview with bank managements. The researcher found that there is little interest from bank administrations in these two variables, and here the problem can be formulated in a general question: Does marketing knowledge help in enhancing customer loyalty?

Study Significance

The importance of the study lies in the following points:

• Attracting the attention of banks' departments to the importance of applying marketing knowledge and working to gain customer loyalty
• Determine the relationship and influence between marketing knowledge and customer loyalty
• The need for banks to apply marketing knowledge for its contribution to gaining customer loyalty

Objectives of the Study

In light of its problem, the research seeks to achieve several objectives:

• To diagnose the level of marketing knowledge in its dimensions (knowledge of customers, knowledge of marketing services, knowledge of competitors) and diagnose the level of customer loyalty in its dimensions (customer retention, customer value, quality of service)

• Identifying the extent to which banks subject to the survey adopt the dimensions of marketing knowledge because they contribute to gaining customer loyalty

• Measuring the level of association between marketing knowledge and customer loyalty in the banks subject to the survey

• Measuring the size of the impact between marketing knowledge and customer loyalty in the banks subject to the survey

Marketing and Service Knowledge

The distinction was between the commodity and the service, and it was standard. The service, as usual, is customer, because it is provided in contact with the customer who must be present in order to provide the service, and the service was used as additional characteristics of the commodity [1]. The characteristics of distinct services such as intangibility, vanish ability, inseparability and heterogeneity lead to important differences between good and service, although knowledge is also a service and both are activities provided to satisfy a need [2].

It is necessary to distinguish between the commodity and the service [1]. The service, as usual, is customer, because it is provided in contact with the customer, who must be present in order to provide the service [3]. The service was used as additional characteristics of the commodity, and the characteristics of distinguished services such as intangibility, vanishability, inseparability, and anisotropy [4], lead to important differences between the commodity and the service, although knowledge is also a service and both of them are an activity that is provided to the needy.

Service Quality 

[5] referred to service quality as the suitability of the service to the use of customers, and thus satisfaction is achieved through satisfying customers' needs and desires. According to, the quality of service reflects the suitability of the service to the customer of a quality that exceeds the capabilities of competitors. [6] indicated that the service quality matches the actual performance with the customer's expectations of the service provided to him [7] Considers that the service is delivered in its correct form from the first time, to be performed better for other times to achieve customer satisfaction. He added [8] that the quality of service is to achieve conformity with what the customer requires and the level of service provided to him, provided that it is at the level of future expectations [9] pointed out that service quality includes three dimensions:

• The technical dimension, which is the application of science and technology to a specific problem to identify and treat it before it occurs

• The functional dimension: The interaction between the service provider and the customer who is the user of the service

• The nature of the place in which the service is provided and the extent of the customer's desire for it [10]. He added [11] the quality of service is the difference between what the customer expects and the level of service provided and determined for his satisfaction now and in the future

• The criteria that the customer requests and defines for their selection of the service

From Nadhar’s point of view [12], the quality of service is evaluated through the following: 

• Determines the customer's need through the organization's understanding of its customers and their expectations

• The customer's sense of benefit from the service through which it meets his needs and desires

Kin [13] added that it is the characteristics that are unique to the service and distinguish it from the services of competitors. Emphasized that they are the benefits obtained from the service through the customer's use of it. 

Pitts [14] indicated that it is the direct communication between the service provider and its beneficiaries, provided that the benefit is achieved for both parties, the satisfaction of the customer's need and the organization's reputation in providing its services. [16] Added that it is the speed of response to the current and future needs of the customer.

Kotler [17] confirmed that it is the speed in achieving the benefit that the customer expects, and the protection it provides for customer services.

Steps to Gain Customer Loyalty to the Organization

•  Determine the Target Customers: The importance of defining the target market, that is, identifying that group of customers who have met the conditions of the customer that can be invested [18]. Here, we must focus on targeting the customer segment that can deal with you again and again. This is not always easy, but it may be beneficial in terms of resource in the short term

• Determine the Value Proposition: Here, the organization must determine how it will serve its target customers, that is, how it will distinguish itself, its location, and the services that put it ahead of competitors [19]. The proposition of the value provided to customers is in the set of benefits and values that the organization intends to provide to its target customers, as this step is one of the most important steps to gain customer loyalty to the organization, which focuses on determining what the customer wants? What are the value propositions proposed by the organization? If the customer is not delivered a distinct value that is equal to or exceeds his expectations, this leads to the use of additional time to develop the value that the organization seeks to provide and thus wasted an opportunity that may contribute to building customer loyalty to the organization [20]

• Building Employee Loyalty: Employee loyalty is defined as the individual's commitment and support to the organization outside the scope of job expectations and rewards, as well as the commitment to continuing support and advocacy for the organization regardless of the shifts and changes that occur in feelings and circumstances [21]. And those employees who are loyal to the organization tend to develop personal relationships with customers, and that these relationships serve as the main link that enhances positive interactions between the service

• employee and customers, especially in the service sector, and that maintaining employee who constantly develops positive relationships with customers is extremely important [22]

• Means of Contacting the Customer: As this step focuses on providing all means of communication with the customer and working on developing them so that the organization can communicate with its customers and learn about their needs and desires continuously and work to meet them, which contributes to gaining their satisfaction and achieving their loyalty [23]

• The Practical Aspect: Describing and diagnosing the study sample's viewpoints with regard to the research variables. According to the customer, customer value, and service quality), as shown in Table 2, a basic summary of the research sample's viewpoints is given

Table 1: Description and Evaluation of the Respondents' Opinions about the Variables of the Research Sample

Source: Prepared by the researcher based on the calculator output

Marketing knowledge

Weighing the independent variable's arithmetic mean (marketing knowledge) reached 4.053 which is greater than the hypothetical arithmetic mean of 3 and the standard deviation reached 0.635 and this indicates the extent of consistency The sample answers about this variable amounted to a coefficient of variation 15.57, and the percentage of the intensity of the answer was 81.27 and this indicates that the research sample sees that the data, information, accumulated experience and skills are among the priorities of the organization’s management and this is confirmed by the statistical significance of the results is The calculated t value, which amounted to 13.42, that exceeds the tabular t value of 2.346 at the level of significance 0.01. The following is a detailed description of the research sample's opinions on the dimensions of marketing knowledge: 

• Knowledge of the Customer: According to Table 2's findings, the weighted arithmetic mean for the customer knowledge dimension was attained 4.180, considering a standard deviation of 0.586 and a coefficient of variance 12.87. 83.81 This indicates that the study sample sees that the organization cares about the customer and makes him the focus of its first interest by involving him in the opinion in order to provide services that will satisfy him now and in the future, and t attained a computed value of 17.850, which is higher than its tabular value at a significant level 0.01, demonstrating the statistical significance of the findings

Table 2: Matrix of Correlation Coefficients between Dimensions of Marketing Knowledge and Dimensions of Customer Loyalty

Source: Prepared by the researcher based on the calculator output

• Knowledge of Marketing Services: According to the results of Table 2, the weighted arithmetic mean of the marketing knowledge dimension was 4.120, 0.608 standard deviation, and a coefficient of variance 14.92. It was discovered that the weighted arithmetic mean is higher than the measurement tool's average 3 The research sample's participants had a response intensity rate of 82.08, and this indicates that the organization’s management is concerned with marketing services by modernizing the technology with which it communicates with the customer and providing services that are distinguished from the services of its competitors

• Knowledge of Competitors: The results of Table 2 showed that the weighted arithmetic mean of the competitor knowledge dimension was 3.742, standard deviation 0.855 Moreover, the coefficient of variation is 21.72. It was discovered that the weighted arithmetic mean was higher than the mean of the measuring instrument. The intensity of the research sample response is 77.87, and this indicates that the organization’s management sets a strategy to monitor its competitors and provides services to its customers that are difficult to imitate and has knowledge of the markets in which it competes with its counterpart organizations in the same industry

Test Hypotheses of the Study

Correlation Hypothesis Testing: The first major assumption that states (The variables of marketing knowledge and retaining customers do not statistically significantly correlate with one another)

Table 2 shows the matrix of simple correlation coefficients between the dimensions of the research variables. Before entering into the test of the three sub-hypotheses of the main hypothesis, Table 2 also indicates the sample size 64 the type of test 2-tailed and the abbreviation sig in the table refers to Testing the significance of the correlation coefficient by comparing the calculated value t with the tabular value without showing its values. The presence of a sign ** indicates the significance of the correlation coefficient at the level 0.01. Three sub-hypotheses are branched from this hypothesis:

• There is no relationship Significant correlation between the dimensions of marketing knowledge and customer retention

Table 2 shows that there are significant correlations at the level 1% between the dimensions of marketing knowledge (customer knowledge, knowledge of marketing services, knowledge of competitors) and after customer retention. The values ​​of correlation coefficients between these dimensions and customer retention reached 0.705, 0.668, 0.665 Thus, the null hypothesis of the first sub-hypothesis is rejected and the alternative hypothesis is accepted. This indicates that the dimensions of marketing knowledge contribute to the keenness of the bank's management to improve the performance of banking services provided to its customers.

There is no significant correlation between the dimensions of marketing knowledge and customer value. Table 2 shows that there are significant correlations at the level 1% between the dimensions of marketing knowledge (customer knowledge, knowledge of marketing services, knowledge of competitors) and after the customer value. 0.823 respectively, thus rejecting the null hypothesis of the second sub-hypothesis and accepting the alternative hypothesis. This indicates that the dimensions of marketing knowledge contribute to improving the value of the customer through the benefits he gets from the banking service.

There is no significant correlation between the dimensions of marketing knowledge and service quality. Table 3 shows that there are significant correlations at the level 1% between the dimensions of marketing knowledge (customer knowledge, knowledge of marketing services, knowledge of competitors) and after service quality. The values ​​of the correlation coefficients between these dimensions and service quality were 0.735, 0.822, 0.808 respectively, and thus the null hypothesis of the third sub-hypothesis is rejected and the alternative hypothesis is accepted. This indicates that the dimensions of marketing knowledge contribute to the appropriateness of the service provided to the customer of a quality that exceeds the capabilities of competitors. After confirming the rejection of the null hypotheses and the acceptance of the alternative hypotheses for the previous hypotheses, the first main hypothesis is chosen, as Table 2 indicates that there are significant correlations at the level 1% between the dimensions of  marketing knowledge (customer knowledge, knowledge of marketing services, knowledge of competitors). And the dependent variable (marketing superiority). The values ​​of the correlation coefficients between these dimensions and the marketing superiority variable reached 0.775, 0.870, 0.860, respectively. This result supports the rejection of the first main null hypothesis and the validity of the alternative hypothesis, this indicates that the dimensions of marketing knowledge contribute to gaining customer loyalty for the organization's services over its competitors in the same environment.

** Statistically significant correlation at 0.01 level (2-tailed) Impact: The second main hypothesis (There is no high effect of marketing knowledge in winning customer loyalty) For the purpose of testing the second main hypothesis, the research will depend on simple regression analysis using beta coefficient, value f and interpretation coefficient R². Three sub-hypotheses. There is no significant effect of marketing knowledge on customer loyalty, as shown by the equation and the table of results of regression analysis 4. There is a significant effect at the level of 1% after knowing the customer on customer loyalty, Where the values of the beta coefficient reached 0.832, meaning that a change in the value of the customer knowledge dimension by one unit leads to a change of 0.832 in the customer loyalty variable, and the calculated value (and) reached 71.518, which is greater than the tabular value. (and) 6.82, which indicates the importance of the regression model for this hypothesis. The interpretation coefficient was 0.540, meaning that knowing the customer explains 54% of the changes that occur in customer loyalty, while the remaining percentage 46% is explained by other variables not included in the model, and therefore the first sub-null hypothesis is rejected and the hypothesis accepted alternative        X₁ = 0.832              Y = 0.717

There is no high effect of knowledge of the dimensions of marketing service on customer loyalty: It is clear from the equation and regression analysis Table 3 that there is a significant effect at the level 1% of the knowledge of marketing services dimension. in customer loyalty, Where the value of the beta coefficient was 0.752, meaning that a change in the value of marketing services by one unit leads to a change 0.752 in the customer loyalty variable, and the calculated value f reached 89.577, which is greater than the tabular value f of 6.82. which indicates that the significance of the regression model for this hypothesis, and the interpretation coefficient was 0.588, Meaning that marketing services explain 0.588 of the changes that occur in customer loyalty, while the remaining percentage 41.2 are explained by other variables that are not included in the model, and thus the null sub-hypothesis is rejected. The second is to accept the alternative hypothesis 

X₂ =0.752 Y = 1.080

Table 3: Regression Coefficients and (R²) Values and (F) Values Calculated For the First Sub-Hypothesis of the Second Main Hypothesis

Source: Prepared by the researcher based on the calculator output

There is no high effect of knowing competitors in gaining customer loyalty: It appears from the regression equation and the table of the results of the regression analysis 6 that there is a significant effect on the level of 1% of the knowledge dimension. of competitors in customer loyalty, with beta coefficient values 0.514. 73.9 was the computed value of f, which is higher than the value shown in the table for f 6.82, which indicates the significance of the regression model for this hypothesis Table 4. 

Table 4: The Regression Equations and the Values ​​of (R²) and the Value of (F) Calculated For the Second Sub-Hypothesis of the Second Main Hypothesis

Source: Prepared by the researcher based on the calculator output

The interpretation coefficient reached 0.540, meaning that knowledge of competitors explains a percentage of 54%. of the changes that occur in customer loyalty, while the remaining percentage 46% is explained by other variables that are not included in the model, and thus the third null hypothesis is rejected and the alternative hypothesis is accepted. X₃ =2.138 y= 0.514

After verifying the validity of the previous sub-hypotheses, the second main hypothesis was chosen. Table 5-6 shows the results of the regression analysis. A change in the value of the independent variable (marketing knowledge) leads to a change in the same direction by 0.816 of the dependent variable (customer loyalty), In comparison to the tabular value of f, which is 190.700, the calculated value of f was higher 6.82. It indicates the importance of the regression model for this hypothesis, and the interpretation coefficient was 0.750, that is, the marketing knowledge variable explains 75% of the changes that occur in customer loyalty, While the remaining portion 25% results from other factors not taken into account by the model. Thus, the null hypothesis of the second principal hypothesis is rejected and the alternative existence hypothesis is accepted.                               

X = 0.816 Y = 0.846

Table 5: Regression Equations and the Calculated (R²) and F-Value for the Third Sub-Hypothesis of the Second Main Hypothesis

Source: Prepared by the researcher based on the calculator output

• It was found that there is a marketing knowledge of the management of banks in marketing their services in a satisfactory manner to the customer, which enabled them to gain customer loyalty in a competitive environment

• The management of banks discovered a smart practice in persuading and attracting customers through the benefits they get from the services provided to them

• Banking management has discovered a modern technology through which it addresses customers, which makes them enjoy gaining customer loyalty in the competitive environment

• The research showed that the management of banks has a strategy to monitor its competitors, which made the provision of services difficult to imitate

• It turns out that the management of banks treats its customers as their friends and approaches them to know their needs and desires and work to satisfy them and win their loyalty

• The research showed that the management of banks has marketing knowledge in marketing its services by gaining their loyalty by providing them with all banking services, which made it enhance gaining customer loyalty over achieving profits compared to other banks in the financial sector

• Bank management found a quick response to the requirements of its customers, listening to them and taking their opinions

Recommendations

Invite banks to increase interest in marketing knowledge through:

• The real development in providing quality financial services to gain customer satisfaction

• Taking rational decisions that contribute to the development of banking services

Increasing the interest of bank management in using smart practices in persuading customers through:

• Applying modern technologies in providing banking services to its customers

• Interests obtained from banking services used by customers

• The hospital should apply modern technology in providing its services to its customers, which contributes to achieving efficiency in its marketing operations 

• Increasing the interest of bank management in possessing marketing knowledge in providing banking services to its customers, as it is the weapon that protects them from competition in the financial market

The need for bank management to pay attention to its customers through:

• Providing banking services in an easy and distinctive way

• Providing high-value banking services that you can benefit from when used

• The need to use modern banking devices in providing services such as automatic teller machines and smart financial cards to customers, which helps in achieving customer satisfaction and satisfying their needs and desires, and this leads to gaining customer loyalty

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