IDEAS home Printed from https://ideas.repec.org/a/exp/mkting/v3y2015i1p1-10.html
   My bibliography  Save this article

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

Author

Listed:
  • Youcef SOUAR

    (Laboratory MIFMA, University Tahar Mouly, Saida, Algeria)

  • Keltouma MAHI

    (University Tahar Mouly, Saida, Algeria)

  • Imane AMEUR

    (University Tahar Mouly, Saida, Algeria)

Abstract

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.

Suggested Citation

  • Youcef SOUAR & Keltouma MAHI & Imane AMEUR, 2015. "The Impact of Marketing Mix Elements on Customer Loyalty for an Algerian Telecommunication Company," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 1-10.
    • Handle: RePEc:exp:mkting:v:3:y:2015:i:1:p:1-10
    as

    Download full text from publisher

    File URL: http://marketing.expertjournals.com/wp-content/uploads/EJM_302souar1-10.pdf
    Download Restriction: no
    File URL: http://marketing.expertjournals.com/23446773-302/
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Marketing mix Elements; customer loyalty; Algeria Telecom; structural equations modeling; PLS approach;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:exp:mkting:v:3:y:2015:i:1:p:1-10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alin Opreana (email available below). General contact details of provider: https://marketing.expertjournals.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.