Work

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

Year: 2015

Type: article

Abstract: 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 these aspects 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.

Source: RePEc: Research Papers in Economics

Authors: Youcef Souar, Keltouma Mahi, Imane Ameur

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2280767710

FWCI: 1.47

Cites: 11

Cited by: 19

Related to: 10