Customer capital and its role on promoting entrepreneurial marketing: The case of small and medium enterprises in Iraq

This thesis investigate the role of the customer capital with its three dimensions (market intelligence, customer delight and customer loyalty) in promoting the entrepreneurial marketing (Product Innovation, Risk Taking, Customer-Intensity, Opportunity Orientation, Proactive Orientation, Resources Leveraging, Value Creation for Customer). The empirical study of this thesis was employed in the Baghdad Iraq on the SME businesses, the questionnaires were the researcher has randomly chosen 60 SME enterprises to distribute 400 questionnaires on the employees from 6 to 9 March 2022 about 21 of these questionnaire were invalid, whereas, the valid questionnaire are 379. After collecting data correlation and regression data were conducted to configure out the relationship between the factors. The results of this study showed that there is an impact of the customer capital on the entrepreneurial market , the hypotheses of this thesis were partly supported further researches could be done in other countries and on the other legal form of the business to generalize the results.