The Role of Marketing Creativity in Meeting Customer Needs and Desires: An Analytical Study of the Perspectives of a Sample of Business Managers in Small Organizations

Abstract

This research aimed to elucidate the role of marketing creativity in enhancing customer satisfaction, as well as clarifying the relationships and impacts between the two dimensions. The research was conducted relying on two fundamental aspects. The first aspect was documentary and descriptive, represented by reviewing a number of literatures to elucidate the theoretical background of marketing creativity and its variables (fluency, flexibility, originality, problem sensitivity), and to address the needs and desires of customers as presented in their scholarly works. The second aspect was an exploratory-analytical approach, through a survey study in light of preparing a questionnaire designed to collect data and information related to the research. The researchers sought to include a number of questions expressing the research problem, which was the basis from which the research methodology was derived and relied upon in the field aspect. The main question was formulated: Does marketing creativity play a role in meeting the needs and desires of customers? A hypothetical research plan was formulated to reflect the relationships and impacts between the research dimensions, resulting in a set of main and sub-hypotheses that were tested using statistical methods for the data collected from the questionnaire distributed to (82) respondents in the small organizations researched in Mosul city. The research concluded a set of findings, the most important of which was the existence of relationships and impacts between marketing creativity and meeting the needs and desires of customers in light of the responses of the researched individuals, confirming the importance of marketing creativity in enabling the researched organizations to meet the needs and desires of customers.

Based on the conclusions reached by the research in both its theoretical and field aspects, proposals consistent with these conclusions were presented.