author(s)
Ali Adnan Hassan

abstract
This study aims to demonstrate the impact of electronic marketing on customer loyalty (behavioral loyalty, attitudinal loyalty, and composite or true loyalty), with application to Zain Iraq and Asia Cell telecommunications companies operating in Babylon Governorate. To achieve the objectives of the study, the researcher used the analytical descriptive method and questionnaires as the main tool for data collection from the study population, with a random sample. The statistical analysis software (SPSS 26) was used as a package for data entry, processing, and analysis.The most important findings of the study indicate that the companies in question do not maintain a high loyalty rate to demonstrate compliance with the requirements of the telecommunications sector according to international standards and the results achieved through the field study. The study recommended that management and employees of the company should strive to promote and enhance a good reputation in the minds of customers in general, identify their requirements in order to work towards fulfilling them, and address the problems faced by customers.