العلاقة بين أبعاد التسويق المستدام و القيمة لدي العميل : دراسة تطبيقية

الملخص EN

  The Egyptian government is constantly supporting the transition to a green economy by relying on clean energy and strengthening efforts to localize the industry to reduce the cost of import from abroad, which will lead to the development of the industrial sector in general in Egypt, providing more job opportunities and increasing the domestic product.

The transition to the green economy has become an imperative that imposes itself in all countries, there are many activities and procedures undertaken by the state that demonstrate its embrace of the concept of green economy and its integration into Egypt's Vision 2030 to achieve sustainable development, therefore the main objective of this study is to measure the relationship between sustainable marketing and customer equity by mediating the satisfaction of bank customers in Egypt.

Moreover, it investigates the modified role of environmental concern in the relationship between the dimensions of sustainable marketing and the dimensions of customer equity.

To build a primary dataset needed for the study hypotheses, the online survey was conducted using a sample of 317 individual bank customers in Egypt.

The experimental results were analyzed using PLS-SEM Structured Equation Modeling.

The experimental results proved that there is a direct positive relationship between the dimensions of sustainable marketing (e.

g.

, economic sustainability, social sustainability, and environmental sustainability) and the bank clientele equity dimensions (e.

g.

, value equity, brand equity, and relationship equity).

Furthermore, there is only a strong relationship between economic and environmental sustainability and customer satisfaction.

Besides, customer satisfaction mediates the relationship between economic and environmental sustainability and the dimensions of customer equity.

The results also indicated that bank customers' awareness of environmental concerns only strengthens the relationship between environmental sustainability and customer satisfaction.