أثر المزيج التسويقي الخدمي على سلوك مستخدمي خدمات شركة أمنية

Abstract EN

The study aims to determine the impact of the marketing mix service on the behavior of users of the Umniah Company's Telecommunication.

The study population was the users of services of Umniah company in Jordan, especially in Amman city and the sample was (100) customers, the researcher used Spss program to measure the study variables, where the independent variable was the elements of the service marketing mix, and the dependent variable is the consumer behavior of the users in Umniah company.

A questionnaire was preparing in this regard for the sample, which included (40) items.

The study indicated: there is impact between the elements of the marketing mix services (services, price and distribution) with the behavior of the Umniah services users.

While, the impact between the elements of the marketing mix services (promotion, process physical environment, and people) with the behavior of the Umniah services users.