فعالية مزيج الاتصال التسويقي في التأثير على اتجاهات المستهلك نحو الخدمات: دراسة حالة عينة من متعاملي موبيليس في مدينة البويرة

الملخص EN

This study aims to identify the effectiveness of the marketing communication mix applied in the enterprise in influencing consumers attitudes toward services.

and also, how can the enterprise make the decision to determine the components of the communication mix to achieve the required response of its consumers.

the study was divided into to aspects, the first is theorical which dealt with the various concepts related to the variables of the study.

the second was practical, so w distribute a questionnaire to a sample of 200 individuals from mobilis mobile phone customers in the city of Bouira between April and June 2023.

the results showed that 67% of the changes in the attitudes of consumer were due to a change in one of the elements of the marketing communication mix.

and the communication mix affects the formation of the three components of the attitudes the cognitive, emotional and behavioral.