THE ROLE OF MULTICULTURAL MARKETING IN PROMOTING MARKETING RECOVERY, THE MEDIATING ROLE OF MARKETING AMBIDEXTERITY - AN ANALYTICAL STUDY - OF THE VIEWS OF A SAMPLE OF CUSTOMERS OF BAB AL AGHA BAKERIES COMPANY IN BAGHDAD

Abstract

Through the current study, the researcher aims to study the impact of multicultural marketing in enhancing marketing recovery in the presence of marketing ambidexterity as a mediating variable in the study population, customers of Bab Al Agha Bakeries Company. In addition, the current study diagnoses the importance of the study variables and their current dimensions in Bab Al Agha Bakeries Company. Based on the importance of the study variables and to achieve its objectives, to come up with a set of conclusions and recommendations that serve the company studied. This study was applied to a randomized sample, and the research sample whose opinions on the study's variables should be investigated was 246 questionnaires distributed to a group of customers from a sample of customers of the Bab Al Agha Bakeries Company. The study sample consisted of (239) customers. Accordingly, the problem of the study was formulated in terms of the relationship Among the variables included in the study, as a result of which the study's objectives were determined, represented in the hypothetical diagram. The text describes the process of formulating specific hypotheses and assessing them using statistical software packages, namely SPSS version 26 and AMOS version 27. The method employed is the method of least squares for modeling structural equations. The study administration utilized a range of statistical methods including confirmatory factor analysis, Cronbach's alpha coefficient, coefficient of determination (R2), normal distribution of data, and descriptive statistics such as marketing ambidexterity, standard deviation, and correlation coefficient. The findings of the investigation showed that there is a clear and essential perception. Towards the relationship between multicultural marketing, marketing recovery, and marketing ambidexterity through descriptive analysis of the study variables, as well as There is a statistically significant favorable association between multicultural marketing, marketing recovery, and marketing ambidexterity, directly and indirectly, in a way that ensures a high level of competitiveness and enhances Marketing recovery and raising the efficiency and productive effectiveness of the studied company’s products and services, thus achieving more significant attraction for customers to purchase the studied company’s products. The study recommended developing appropriate funding for multicultural marketing and enhancing the commitment of senior management to pay attention to multicultural marketing.