The role of e-marketing in modern business practices has become increasingly significant due to its ability to facilitate customer engagement and foster loyalty. As businesses transition from traditional methods to digital platforms, e-marketing serves as a pivotal strategy for maintaining customer relationships and adapting to the competitive landscape. Studies such as [1] highlight the effectiveness of e-marketing in the banking sector, emphasizing the impact of perceived ease of use (PEU) and perceived usefulness (PU) on customer loyalty. Similarly, [2] explored e-marketing’s role in the manufacturing industry, establishing a strong correlation between e-marketing initiatives and enhanced customer loyalty.

Despite extensive research on e-marketing and customer loyalty in various industries and regions, a significant gap exists in understanding how these dynamics unfold in the context of retail e-stores in the Nineveh Governorate of Iraq. The unique challenges posed by globalization, the shift to a knowledge-based economy, and the intensification of electronic competition necessitate further exploration of how e-marketing dimensions influence customer loyalty in this region. This study seeks to address the following research question: How can e-marketing, with its dimensions, contribute to achieving customer loyalty from the customer’s point of view, focusing specifically on retail stores in Nineveh? To explore this overarching question, the research investigates several sub-questions:

Is there a role for the quality of electronic service in customer loyalty?

Is there a role for electronic promotion in customer loyalty?

Is there a role for the electronic product in customer loyalty?

Does the website have a role in customer loyalty?

Is there a role for information security in customer loyalty?

The primary objectives of this study are to explain the role of e-marketing and its dimensions in fostering customer loyalty among retail stores in Nineveh and to identify key issues that may hinder the improvement of loyalty among these stores.

E-marketing encompasses various dimensions, including online advertising, direct email marketing (e-DM), and electronic customer relationship management (e-CRM), all of which influence customer behavior and loyalty differently. Research [3] underscores the critical role of these tools in shaping customer engagement, particularly when combined with strategic communication tailored to customer preferences. Moreover, [4] illustrated how factors such as trust, perceived quality, and electronic word-of-mouth contribute to the success of e-marketing initiatives in online shopping environments.

The strategic importance of customer loyalty in a competitive market cannot be overstated. [5] demonstrated the financial benefits of retaining existing customers, as loyalty not only reduces acquisition costs but also strengthens organizational sustainability. Quality, trust, and switching barriers emerged as significant determinants of loyalty, further emphasizing the need for a holistic approach to customer relationship management. Similarly, research [6] revealed that perceived service quality and satisfaction are pivotal in fostering loyalty within e-commerce platforms, with cultural and regional nuances playing a crucial role.

This study examines the impact of e-marketing on fostering client loyalty at e-stores situated in the Nineveh Governorate in Northern Iraq. In response to the difficulties of globalization, technological progress, and intensifying rivalry, enterprises in this area have progressively embraced e-marketing to optimize performance, elevate consumer happiness, and get a competitive advantage. This research intends to comprehensively analyze the influence of e-marketing characteristics, including electronic service quality, electronic promotion, product offers, website usability, and information security, on consumer loyalty.

The findings are anticipated to contribute to scholarly debate and provide practical insights for retail firms aiming to improve their digital presence and cultivate enduring client connections. This study might incentivize the examined establishments to evaluate and enhance their services and performance. This study's discovery of electronic marketing dimensions is crucial for advancing knowledge in the e-marketing domain.

Definition of e-marketing

The marketing department undertakes several administrative responsibilities that significantly contribute to planning, organizing, managing, and decision-making inside the firm. Furthermore, the electronic departments play a significant role in strategizing, coordinating, regulating, and making choices inside the business. Furthermore, the electronic department connects the organization with relevant stakeholders, including suppliers, customers, distributors, competitors, governmental entities, and others, based on several key factors that directly facilitate the organization's electronic operations and tasks. All of these aspects are together incorporated to develop an electronic management system [7] E-marketing is a means of reaching out to customers or potential clients for maximum pleasure, serving the target market, and accomplishing organizational goals through the use of technology [8,9] identified it as network-based business transactions. According to [9], The approach involves utilizing mobile devices to get communications from manufacturers directed at specific target populations to expedite sales processes. E-marketing is proliferating swiftly and significantly impacts consumer and company market behavior. As a result, most enterprises have commenced the development of e-marketing strategies. E-marketing approaches utilize both traditional and novel data and communication networks to facilitate personalized and ongoing engagement between the firm and its clients, providing benefits above conventional networks. E-business is the term for using information technology and digital interactive technologies to run a business. Despite their occasional interchangeability, "e-marketing" and "e-commerce" are just aspects of e-business activities. E-marketing specifically relies on these same tools to carry out the conventional market activities of creating and offering value to customers. E-commerce, which is the convenience of transactions brought about by a business's marketing initiatives, is directly tied to this. 

Likewise, the terms internet marketing and e-marketing are sometimes used interchangeably and are believed to signify the same thing [8]. Electronic marketing produces a vital shift in business and customer behavior, much like the introduction of smartphones reduced the need for channel immediacy. E-marketing relies on the Internet to reach their customers and meet their needs; it helps to reduce transaction-related costs. Furthermore, e-marketing includes all marketing efforts executed via the Internet, encompassing the administration of consumer-organization interactions in a virtual setting to attain mutual advantages. The electronic marketing process primarily relies on Internet technology and encompasses not only the sale of items to consumers but also the management of relationships between the firm and its customers, as well as interactions with both the internal and external environments (Secret and Seal, 2012).

Theoretical Aspect of the Study

Dimensions of e-marketing

Electronic service quality: According to [10], electronic service quality includes every facet of the transaction, such as information search, privacy policies, website navigation, ordering, contact with customer care, delivery, return policies, and consumer satisfaction with the item purchased. The degree to which an online store makes shopping, buying, and shipping quick and easy is known as electronic service quality [11]. It appears that to meet the expectations of their customers, online retailers must continuously enhance the quality of the services they provide. Managers must comprehend how consumers see and assess online customer service to provide exceptional service quality. It should come as no surprise that the retailing literature has given the conceptualization and assessment of electronic service quality a great deal of attention [12]

Electronic promotion: Businesses may now advertise their goods and services in new ways thanks to the Internet. Advertisements that promote new items and acknowledge sales let the customer feel that the merchants value their business [13-15]. A marketer can establish a closer relationship with the recipients of their ads by providing the appropriate products at the appropriate time and sending out unique promos that are tailored to the interests of the target audience. Electronic marketing can be used to draw in new clients and keep current and returning customers from switching to a rival business [16-18]. While advertising is an essential element of any marketing strategy, it is imperative to avoid targeting individuals who have not demonstrated interest in products and services. How can a firm effectively promote this strategy to promptly address the demands of new clients? It is possible to predict which individuals are inclined to respond to promotions and gain a comprehensive grasp of the interests of past consumers to discern the preferences of prospective customers. Moreover, to establish and formalize a promotion aimed at serving consumers, it is essential to maintain the confidentiality of customers' purchasing behaviors, consider the reputations of the sellers, and mitigate customer irritation caused by unsolicited promotions [19-21] 

Electronic product: Currently, this explanation is placed in an electronic internet context. The product is described as all the benefits that users receive from the transaction [22]. The idea of "the virtual product" [23] is aided by the connected and interactive internet. Products can be virtually adjusted to the variety and shifting preferences of customers by utilizing a combination of tangible and intangible elements. This allows for product customization for the benefit of the customer [24,25]

Website: One domain name is used to organize and collect a collection of related files and resources that are accessible through the World Wide Web. The files that are available on the website include documents, images, texts, and other types of files. One or more web pages and related materials that are published on at least one web server and recognized by a common domain name are referred to as websites (or simply websites). “Generally, websites are devoted to a specific subject or goal, including social media, news, education, commerce, or entertainment.” The site's navigation, which frequently begins with the main page, is guided via hyperlinks between online pages. Google, YouTube, and Facebook are the most popular websites. Making web material accessible to everyone, irrespective of their environmental limitations or disabilities, is known as accessibility [26]. The ability of websites to be viewed, comprehended, navigated, and interacted with by individuals with impairments, including elderly individuals with varying capacities, is known as web accessibility. [27]

Information security: By reducing the impact of security incidents, information security seeks to minimize company loss and guarantee business continuity [28] According to an international standard, information security is the maintenance of data availability, confidentiality, and integrity [29]. Information and its essential components, such as the hardware and systems that use store, and transport it, must be protected [30]. Additionally, these scholars listed a number of essential qualities of information that contribute to its usefulness in organizations. Since they depend heavily on the overall security of the information system that houses the data, one may argue that [31] uses the word "data security" to refer to the same idea as [32], which refers to ICT security.

Definition of customer

A customer can be defined as an individual who purchases goods and services from the market that meet his needs and desires, as he buys products that meet his desires and needs. Companies work to attract customers through the quality of the product provide a complete service equivalent to its monetary value and maintain the customer's affiliation for a long period [33]. Customers and buyers can also be defined as organizations or part of the organization, whether they are business-to-business (B2B) customers or end consumers. Customers include distributors, retailers, and people from the manufacturer's point of view, who buy products from retailers, and the customer relationship can be direct or indirect [34]; they are an entity that affects the modern consumption environment as they can actively participate in the digital environment [35]

Factors affecting customer purchasing behavior

Customer behavior is influenced by several components, such as cultural factors, perception factors, civic components, and psychological factors. These are identified by marketers who can decide on the course of action for the type of target buyers. Therefore, these components are used to segment the market and identify consumer groups [36]. The customer behavior process is also influenced by a number of other elements, such as personal, social, and cultural aspects that are not related to the purchase, and when combined in any manner, they increase the likelihood of a person interacting with a brand and making a purchase [37]

Social factors: Customers' buying habits vary according to social aspects such as status, role, and family. This is due to the fact that their choices are influenced by the necessity of representing a specific social class or standing in society, which they may also be a member of in their families or broader societal roles [38]

Cultural factors: It is separated into three categories: social classes, cultural subgroups, and culture. It is one of the most significant and influencing variables in consumer behavior [39]

Individual characteristics: These elements are impacted by financial situation, lifestyle, occupation, age, personality, and even one's self-image and notion of oneself [37]

Determinants of customer experience

Customer experience is a complex and subjective phenomenon, and conceptualizing it requires a good understanding of the needs of a particular segment. Fiore & Kim proposed a model that combines experiential and functional components with an emphasis on consumer thinking and value for the consumer, which is related to shopping situations. Their model was integrated within the stimulus-organism-response model. Stimuli included elements of the physical environment of the store, including sensory factors, and social factors such as other customers [40]

Electronic-marketing effect on customer behavior

Electronic marketing influences customer behavior by providing convenience and accessibility to products and services, enabling customers to browse on the go using their smartphones or other digital devices, as well as providing information to explore reviews, compare prices, and gather insights from multiple sources[41]. Through peer recommendations, influencer marketing, and user-generated content, social media platforms significantly impacted consumer behavior by influencing purchase decisions. Social media plays a crucial role in the ecosystem of e-marketing since consumers frequently use it to read reviews, find product recommendations, and communicate with brands and other users [42]

Conceptual framework and hypothesis developement

Research Model

The Research Model for this study is presented in Figure 1

. Figure 1. Hypothetical Research Model

Research hypotheses

The following hypotheses have been developed in this study.

H1: A significant relationship exists between e-marketing (and its dimensions) and customer loyalty.

H2: Electronic marketing and its dimensions have a significant impact on customer loyalty.

The descriptive analytical approach was used to investigate the e-marketing dimensions and its role in achieving CL in the retail stores studied in the city of Nineveh. This research method is considered the most appropriate to describe the phenomenon studied as it will aid the description of the research topic, analysis of data, comparison, and interpretation towards reaching meaningful generalizations and enriching the knowledge base about the research variables.

Research field and sample

The research field is represented by some stores studied in Nineveh Governorate, namely, Teammart for shopping, Clothes Max Mall, Clothes of Four Seasons, Clothes of Saad Al-Hajj Hashim, Market 1/10 For shopping. The research was motivated by a set of justifications which are as follows:

1. These centers have never been studied in the form addressed by the research in its model.

2. To contribute to the use of modern marketing techniques.

3. To provide job opportunities and reduce unemployment.

Research sample

Based on the research problem and to achieve its objectives , the respondents were limited to a sample of customers Searched Stores The researcher Their number reached ( 250 ) customers , and the research sample was characterized by the characteristics shown in Table (1). The data in Table (1) indicate the following:

Table (1): Personal Characteristics Of The Research Sample Members

Age groups

Academic achievement

• The percentage of females was high. It reached (67.21 %) of the surveyed individuals, compared to the percentage of males, which reached (32.79 %) of the surveyed individuals , indicating the reliance of the surveyed stores. The research was conducted on females, which is a natural situation as females want to perform marketing jobs instead of moving to other jobs.

• The data in the table show that the percentage of respondents from the age group ( less than 30 years ) reached the highest percentage (40.98%), followed by the age group (30-less than 40) with a percentage (37.70%), followed by the age group (40-less than 50) with a percentage (11.48%), and finally the age group (50 years and over) with a percentage (9.84), which means that the research sample was representative of all age groups in the stores studied.

• Approval of the researched stores The study sample consisted of holders of a bachelor’s degree and a higher diploma, with the percentage reaching (65.41%) and (14.11%) respectively, which means that the study stores are keen to rely on holders of certificates to provide the best services to customers and contribute to the development of the stores. The percentage of holders of a technical diploma was (8.84%), while the percentage of holders of a higher degree was (2.64%), which means that the study sample was representative of all academic qualifications.

The analysis began with the testing of the association hypothesis; the first main hypothesis of the study suggests the existence of a positive relationship between e-marketing (and its dimensions) and customer loyalty. Pearson’s correlation was used to test this hypothesis and the results are shown in Table 2:

Table 2: The correlation between e-marketing and customer loyalty

** implies significant at p < 0.01; * = significant at p < 0.05

Customer loyalty and e-marketing are correlated, as demonstrated by Table 2, where the correlation coefficient was positive and reached (0.8 4 8) at a significance level lower than (0.0 1; 0.05). This positive value shows a direct connection between the two variables, confirming the likeliness of even a better relationship. Customer loyalty was positively and strongly correlated with all sub-dimensions, demonstrating a direct connection between the two variables. As a result, H1 was accepted at the dimension level.

The next step is to test the effect hypothesis which was tested in this study using the multiple linear regression (MLR) model. For this purpose, a main hypothesis was developed to analyze the impact relationship, which suggests a significant impact of electronic marketing and its dimensions on CL in the retail stores studied. The results of this analysis are shown in Table 3.

 Table 3: Estimation of the multiple linear regression model

* = significant at p < 0.05 level; the tabular value (F) is 4.17 and (t) is 2.042 at 1.249 degrees of freedom

Table 3 demonstrated that the second major hypothesis, according to which strategic improvisation significantly affects customer loyalty in all of its aspects, had been achieved, as the computed value of (F) had reached (210.71). With a degree of freedom of 1.31 and a significance level of 0.05, it exceeds its tabular value, which comes to 4.17. This shows how important it is that the independent and dependent variables are thought to be related. E-marketing accounts for 77.6 % of the changes in customer loyalty in the retail establishments under investigation, according to the coefficient of determination (R2). The impact on consumer loyalty is present at every sub-dimension level. For every dimension, the regression coefficient shows significance. This is supported by the computed value of (T), which, at a significance level of (0.05) and a degree of freedom of (1.31), is higher than its tabular value, or 2.042. These findings demonstrate the importance of the relationship of influence between the two variables, indicating that the e-marketing practices of the retail establishments under investigation have a major effect on increasing CL. Consequently, the second major hypothesis is acknowledged as validated.

Key Findings and Implications:

The findings of this study underscore the critical role of various e-marketing dimensions in fostering customer loyalty within the context of e-stores in Nineveh Governorate of Northen Iraq . This aligns with the study's hypotheses, which postulated a positive relationship and a significant impact of e-marketing on customer loyalty. The empirical evidence, supported by both correlation and regression analyses, provides compelling insights into the intricate interplay between e-marketing strategies and customer loyalty within this specific market. The correlation analysis, as presented in Table 2, revealed significant positive relationships between customer loyalty and all examined e-marketing dimensions. Notably, strong correlations were observed between customer loyalty and e-promotion (r = 0.666), electronic service quality (r = 0.646), and e-marketing as a whole (r = 0.848), all statistically significant at the p < 0.01 level. These findings suggest that improvements in these areas have the potential to significantly enhance customer loyalty within the studied e-stores.

In addition, the multiple linear regression analysis specified in Table 3 established the significance of e-marketing and its dimensions on customer loyalty. As represented in the table, the R-squared value is 0.776, which means that e-marketing explains the 77.6% variance of the customers regarding their loyalty in the surveyed sample. This result highlights the importance of e-marketing strategies for customer loyalty in this context. The results also showed that all the e-marketing dimensions had significant and positive regression coefficients, meaning that each e-marketing dimension contributes significantly to customer loyalty.

E-service Quality: The study indicates that high-quality online services are vital for creating retention among customers. For improving customer satisfaction and ensuring stronger customer connections — seamless navigation, fulfilling the order accurately and prompt, reliable availability of customer support channels are crucial. E-stores that focus on such elements can go a long way in improving consumer experience, saving them from frustration and leading to customer satisfaction.

E-promotion: There is a proven positive relationship between e-promotion and customer loyalty, confirming the success of personalized and appealing online marketing efforts. E-stores can adapt to the electronic business world by using effective strategies such as social media marketing, email marketing, and online advertising to promote their presence and analytics to reach and attract their target audience, enhance user engagement, and build brand awareness. By leveraging data to deliver personalized promotions, targeted advertisements, and interactive campaigns, businesses can offer a more engaging and personalized customer experience, which in turn helps to build stronger brand loyalty.

Electronic Product Types/Services: To build customer loyalty, another important thing is to offer products that are innovative, productive, high-quality, and relevant to what the customers need and expect. To attract new customers and retain existing ones, E-stores must maximize unique assortments by providing personalized product recommendations and competitive pricing. Of course nothing beats the quality of a product or great exclusive deals to acquire a customer, however, there are several ways online which resolve around providing great information about products can have to impact on customer loyalty.

Website Usability: The usability of your website is the foundation of any e-commerce business. Having a website that is well designed, functional, and user friendly, making it easy for customers to navigate, load quickly and feel good using it will be the most important way to make sure customers find and stay with you. The customers feel more confident when the website is designed in a proper way.

Information Security; the foundation of trust between the customer and organization must be in place and seamless. Data security and privacy need to be prioritized by e-stores who need to establish strong security systems that safeguard customer data in a bid to form long-lasting relationships based on mutual trust. Trust lays in transparency and open communication about data privacy policies.

This result is consistent with previous studies, such as in the studies of e-marketing dimensions showed that perceived ease of use, perceived usefulness, and service quality affect on customer satisfaction and loyalty [1,2]. Notably, the high influence and high correlation of e-marketing on customer loyalty shown in this study also indicate that importance of e-marketing and businesses in the digital space as potential areas to invest in and optimize on. However, utilizing e-marketing dimensions such as customer-targeted campaigns, quality electronic services, and user-friendly websites will strengthen the customer relationship enhance customer satisfaction, and lead to sustainable growth of e-stores in Nineveh Governorate within this competitive digital marketplace.

This study delves into the multifaceted relationship between e-marketing and customer loyalty within the dynamic context of e-stores in Nineveh Governorate of Northen Iraq . The findings unequivocally demonstrate the profound influence of e-marketing dimensions on customer loyalty, highlighting the critical role of these strategies in achieving sustainable success in the digital marketplace. The empirical evidence, supported by both correlation and regression analyses, reveals a robust and multifaceted relationship, emphasizing the significance of each e-marketing dimension – electronic service quality, e-promotion, electronic product offerings, website usability, and information security – in fostering customer loyalty.

While these findings provide valuable insights, it is crucial to acknowledge certain limitations. The cross-sectional nature of this study precludes the establishment of definitive causal relationships between e-marketing and customer loyalty. Longitudinal studies are therefore warranted to investigate the temporal dynamics of this relationship and assess the long-term impact of e-marketing initiatives on customer loyalty. Furthermore, the study's focus on specific e-stores in Nineveh Governorate may limit the generalizability of the findings to other regions or types of businesses. Additionally, the reliance on self-reported data from customer surveys introduces the potential for social desirability bias and other forms of response bias.

Future research avenues should explore the moderating effects of various factors, such as cultural context, competitive intensity, and the rapid pace of technological advancements, on the relationship between e-marketing and customer loyalty. Investigating the specific role of mobile marketing and social media marketing in driving customer loyalty within the context of e-commerce is also crucial. Moreover, qualitative research methodologies can provide valuable insights into the nuanced perceptions and experiences of customers with e-marketing initiatives, enriching our understanding of the customer-brand relationship in the digital realm.

In conclusion, this study provides a valuable contribution to the existing body of knowledge on e-marketing and customer loyalty. By illuminating the critical role of e-marketing dimensions and their impact on customer loyalty within the specific context of e-stores in Northern Iraq, this research offers valuable insights for businesses seeking to enhance their digital presence, build stronger customer relationships, and achieve sustainable growth in the competitive digital marketplace. The findings underscore the need for e-stores to prioritize customer-centric e-marketing strategies, emphasizing the importance of exceptional service quality, targeted promotions, high-quality product offerings, user-friendly websites, and robust information security measures to cultivate lasting customer loyalty and thrive in the evolving digital landscape.

• There is a need to realize the dimensions of e-marketing, absorbing and enhancing them, and then harnessing them to the work of the stores under study to serve customers.

• Quality of service also needs to be enhanced for its role in achieving a good reputation for the company, and in a way to help it to compete with others.

• There should be more interest in creating new services to reach a distinguished position in the market by responding quickly to customers’ needs and desires, which contributes to increasing their loyalty.

• There is a significant impact of e-marketing on CL; hence, merchants are recommended to adopt the research hypothetical plan as a working mechanism for e-marketing to achieve customer loyalty.

The authors declare that they have no conflict of interest

No funding sources

The study was approved by the University of Fallujah.

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