Abstract
The current research seeks to determine the compatible relationship between innovative marketing and customer loyalty, through an exploratory study in the Al-Jazeera Dairy Factory in the city of Mosul. (Is there a consensual relationship between the value of resources and customer loyalty) as well as several research hypotheses have been formulated (there is no consensual relationship between innovative marketing and customer loyalty). The selection was made for a sample of (38) employees working in the Al-Ban Al-Jazeera Factory in the city of Mosul, and a questionnaire was designed to collect data, and analyze its paragraphs to test the research hypotheses using the SPSS statistical software. The research reached conclusions, including the existence of a consensual relationship between the value of resources and customer loyalty. The research presented several recommendations, the most important of which is the importance of improving innovative marketing to enhance customer loyalty
