عنوان انگلیسی مقاله:

The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company

ترجمه عنوان مقاله: تاثیر عناصر آمیخته بازاریابی در وفاداری مشتری برای شرکت مخابراتی الجزایر

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 10 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

The main aim of this study is to examine the relationship between the marketing mix elements and customer loyalty in Algeria Telecom company and to achieve theseaspects we distributed a questionnaire to a random sample of the company’s customers so that we use structural equations modeling depending on the partial least squares approach “PLS” to analyze and test the search model. The study finds that product, process, and promotion have a positive and significant effect on customer loyalty.

Keywords: marketing mix elements, customer loyalty, Algeria Telecom, structural equations modeling, “PLS” approach.

مقدمه مقاله

Marketing mix is a business tool used by the management of organizations which enable them toremain in the global competitive environment. Marketing mix refers to the seven major areas of decision making (7P’s) in the marketing process that is blended and mixed to obtain the results desired by the organization to satisfy the needs and wants of customers. It is the set of controllable, tactical marketing tools of product, price, place, promotion, process, people and Physical Evidence (7P’s) which are the variables that marketing managers can control in order to best satisfy customers’ needs.

The telecommunications sector, in general, faces many challenges resulting from economic situations, political and technological factors, which clearly affect the development of marketing in the globaltelecommunications industry, along with the continued development in the types and communications servicesspecifications and the accompanying intense competition in price and methods of distribution (service and the way it is provided). These aspects which make it imperative for companies to always work to keep up with these developments and to ensure customer loyalty. In this framework, the management of Algerian Telecommunication Company is faced with the problem of ensuring sustained preference to achieve loyalty and retention which impacts the performance of the company.

The issues faced by the Algerian Telecommunication Company are to determine what are the reasons for consumer preference for its products and the likelihood of sustained repurchases by consumers, or otherwise referred to as customer retention. This study sheds light on the reality of the use of marketing mix tools (7P’s), in an Algerian telecommunications company and its impact on customer loyalty. The research problem for this study can be formulated through the following questions: What is the reality of the use of the marketing mix in Algerian telecommunications? And what is its impact on customer loyalty?

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