دراسة قياسية لدور التسويق بالعلاقات في تحسين الصورة الذهنية على عينة من عملاء مؤسسة اتصالات الجزائر للهاتف النقال موبيليس

الملخص EN

The study aims to measure the role of relationship marketing in improving and building the mental image, and this through a field study of a sample of Algeria Telecom customers of the operator Mobilis in the wilaya.

by Saida the sample consisted of (89) clients, to address this, a questionnaire containing (16) items was used, the results were analyzed using the statistical program (SPSS.V.22) to study the various relationships between the study variables.

The study showed that the level of evaluation of the research sample for the dimensions of relationship marketing and mental image was acceptable, the study also confirmed the existence of a correlation and a significant effect between the dimensions of relationship marketing (trust, commitment, communication) and the mental image.