تأثير المزيج التسويقي على ولاء الزبائن في قطاع الاتصالات - من وجهة نظر زبائن شركة جيزي بأم البواقي-

Abstract EN

This study aims to determine the effect of marketing mix elements (Product (service), price, promotion, place (distribution) and Extended marketing mix elements(phisical evident, people, process)) on cusomer loyalty at Algerian telecommunications companies in Oum El Bouaghi city, For the purpose of this study, we use a random sample made up 188 customers.

This study resulted that the marketing mix presented by Djezzy Telecom, is positive and meets the needs of customers, but with different degrees according to each element of marketing mix.

Also the result of the study shows that all the elements of marketing mix has significant effect on customer loyalty.