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

Other Title(s)

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

Dissertant

ملاحمة، ريتا محمد عقلة

Thesis advisor

البطاينة، محمد تركي

University

Jerash University

Faculty

Faculty of Economics and Administrative Sciences

University Country

Jordan

Degree

Master

Degree Date

2022

English Abstract

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.

Main Subjects

Business Administration

No. of Pages

116

Table of Contents

• APA
• MLA
• AMA

Language

Arabic

Data Type

Arab Theses

Record ID

BIM-1453267