أثر عناصر المزيج التسويقي على سلوك المستهلك : دراسة ميدانية على شركات الاتصالات الأردنية

العناوين الأخرى

The impact of marketing mix elements on consumer behavior : a field study on Jordanian telecommunications companies

مقدم أطروحة جامعية

ملاحمة، ريتا محمد عقلة

مشرف أطروحة جامعية

البطاينة، محمد تركي

الجامعة

جامعة جرش

الكلية

كلية الاقتصاد و العلوم الإدارية

دولة الجامعة

الأردن

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2022

الملخص الإنجليزي

This study aimed at identifying the impact of the elements of the marketing mix represented in: (the product, pricing, promotion, distribution, service delivery processes, physical evidence, people) on consumer behavior by shedding light on Jordanian telecom companies.

The questionnaire was used as a tool for the study, and the study sample consisted of (531) consumers of Jordanian telecommunications companies in the capital Amman and Jerash Governorate; and the SPSS program was used for statistical analysis.

The most important results were the presence of a statistically significant impact of the elements of the marketing mix as a whole represented by: (the product, pricing, promotion, distribution, service delivery processes, physical evidence, people) on consumer behavior in Jordanian telecom companies.

Among the most prominent recommendations put forward by the researcher is the possibility of benefiting from Strategic marketing decision makers for telecommunications companies from the results related to the existence of an impact of the elements of the marketing mix as a whole represented by: (the product, pricing, promotion, distribution, service delivery processes, physical evidence, people) on the consumer behavior.

التخصصات الرئيسية

إدارة الأعمال

عدد الصفحات

116

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

العربية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-1453267