Category - Youcef SOUAR

University Tahar Mouly, Saida, Algeria

Imane AMEUR Keltouma MAHI Youcef SOUAR

The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company

The main aim of this study is to examine the relationship between the marketing mix elements and customer loyalty in Algeria Telecom company and to achieve these aspects we distributed a questionnaire to a random sample of the company’s customers so that we use structural equations modeling depending on the partial least squares approach “PLS” to analyze and test the search model. The study finds that product, process, and promotion have a positive and significant effect on customer loyalty.

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