عناصر التسويق التفاعلي وانعكاساتها على السلوك الشرائي للزبون: دراسة استطلاعية في شركة زين العراق للاتصالات

الملخص EN

The research aimed to indicate the role of interactive marketing in the customer's purchasing behavior of the service, and given the importance of these two variables in service organizations, especially the communications sector, Sample views were taken from Senior and Central Administration Managers for Zain Iraq Communications, The processing and analysis of data obtained through the questionnaire prepared for this purpose is used using two SPSS and AMOS statistics, There were (129 respondents), as well as personal interviews.

The research reached a group of conclusions, most notably that all the dimensions of interactive marketing except after the commitment had had an effective and fundamental link in the purchasing behavior of the customer, the research then concluded with a number of recommendations, which