إدراك تأثير الكلمة المنطوقة المدركة و دوره في تقييم استجابة العملاء لخدمات الهاتف النقال في الجزائر

Abstract EN

This research aims to demonstrate the influential role that the perceived spoken word plays in evaluating customers' response to the services provided by mobile phone companies in Algeria, and the spoken word is one of the most prominent marketing means that companies rely on to attract the largest possible number of customers by influencing their purchasing decision.

And their motivation towards the products provided by those companies, especially if the spoken word was presented by a person known and trusted by customers.1-As the telecommunications sector and mobile phone companies are considered one of the vital sectors in the business environment in Algeria, so the researchers adopted this sector to be a field for research.

The research sample was chosen from corporate clients (Mobilis, Jazi and Ooredoo "Najma") for mobile phone services in Algeria, and the analysis was conducted Descriptive and testing of research hypotheses in order to reach the results of the research that can be used by these companies in improving their marketing performance.2-The researchers reached a set of recommendations, perhaps the most prominent of which is the necessity of using various strategies for retaining and retaining customers, by grouping them according to usage rates, providing material and moral incentives and making them partners to the company, and among those strategies (organizing special events and competitions between different categories of customers, and awarding prizes to them).

Moreover, using the concept of marketing in relationships and ensuring all customer-centered activities is one of the most important practices that are suitable for such cases.3-Focus should also be placed on clients with high educational levels (university and above) in particular in implementing the communication strategy of the spoken word, and employing them directly or indirectly to spread the spoken word, especially in light of the developments in communication through the mobile phone