تأثير عناصر المزيج التسويقي الخدمي على رضا الزبائن : دراسة ميدانية لترامواي مدينة الجزائر العاصمة

الملخص EN

This study aims to analyze the impact of the marketing mix of the Tramway transport service on customer satisfaction in Algiers, The study is conducted through the use of descriptive analytical approach in order to address the problem statement and a survey including 233 items, then the data collected were processed by (SPSS20).

This study concluded that there is a positive effect of statistically significant at the level of significance (0.

05) of the elements of the service marketing mix (transport service, place, people, physical environment and processes) on Customer Satisfaction for the Tramway Algiers, while there is no effect of the price and promotion elements on Customer Satisfaction, Therefore, SETRAM should review its current promotional and pricing policy in order to live up to the expectations of customers and achieve complete customer satisfaction.