The role of relationship marketing in the consumer purchase decision An exploratory study of the opinions of a sample of customers of Golden Mall in the city of Mosul

The current research aims to explain the impact of relationship marketing on consumers' purchasing decisions because of the great importance of relationship marketing in attracting new customers and the retention of the current ones .The customers of Golden Mall in Mosul city were selected as samples of the research. Questionnaire forms have been randomly given to 120 Golden Mall customers for data collection. The researcher has used the ready-made statistical software package (SPSS V26) to analyze the impact and correlation relationships between the research variables .After the statistical analysis, the research has found out that relationship marketing has great impact on and effective role in enhancing the consumers' purchasing decisions in business organizations. The results have also shown that there is a correlation between relationship marketing and consumers' purchasing decisions which means that adopting relationship marketing can greatly contribute in directing the customers' decisions to depend on the company's services. Within that framework, a number of recommendations have been suggested. One of the most important recommendations is the necessity of enhancing the dimensions of relationship marketing in the sample of this research for its vital role in consolidating the purchasing decisions of the customers.