أثر المزيج التسويقي في مؤسسات النقل الجماعي على رضا الزبون : دراسة حالة : مؤسسة النقل الحضري الجماعي ETUM المسيلة

الملخص EN

The aim of this study to try to develop the institutions of collective transport service using marketing through elements blend and gain customer satisfaction in MSILA.

This is done by highlighting the impact of the marketing mix used in the service of the collective urban transport Foundation ETUM to achieve satisfaction of users of buses in the city gas.

To this field study was conducted to determine the point of view of users of buses in MSILA as the study population and the use of systematic random sample method estimated 297 single, according to city neighborhoods gas and the number of buses.

Program was also used statistical analysis (SPSS) for unloading and questionnaire analysis.

The study concluded that there a statistically significant relationship between marketing user in Urban Transport Corporation collective ETUM and achieving overall satisfaction among users of buses, and 24.6% of those who have the satisfaction of services of this institution which is very weak.

The results of the study also found that there consent medium on the elements of the marketing mix used collectively in an institution ETUM, which can turn into if the institution remains weak in the current marketing policies.

All this is caused by a lack of interest some institution-dimensional marketing, which led to the dissatisfaction of users buses on the services provided.