دور المزيج التسويقي في نجاح تصميم الخدمة : دراسة استطلاعية على شركة ليبيانا للهاتف المحمول في مدينة مصراتة

Abstract EN

This study aims to identifying the role of marketing mix in the success of service design, an exploratory study on Libyana Mobile Phone company in Misurata city, the data collected from a sample of employees working in Libyana Mobile Phone company branch Misurata.

Whereas, (50) questionnaire forms distributed and (46) of them collected.

Upon review, (4) questionnaires forms considered invalid to be statistically analysis.

It took (30) days to collect the data, and carry out the statistical analysis using (SPSS, Var.

24 and SmartPLS3) Programs to test the hypotheses of the study.

The study, by analyzing the direct relationship between the variants of the study, come to that the dimensions of marketing mix represented in (service, price, promotion, place, people, physical evidence) has no positive relationship with the service design.

And that dimensions of marketing mix represented in (service process) has a positive relationship with the service design.

Also, the study recommends to enhancing attention the elements of the marketing mix to achieve customer satisfaction with mobile phone services in Libyana Mobile Phone company, to attract dissatisfied, neutral customers, and try to convince them.