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Effect of Interactive Marketing Dimensions on Marketing Efficiency: Exploratory Study for the Opinions of a Sample of Employees of AsiaCell Mobile Telecommunications Company in Karbala City

Author

Listed:
  • Hawra Thamer Mahdi

    (Financial and Banking Sciences Dept., University of Kerbala, Iraq)

  • Fatima Abid Ali Salman

    (Financial and Banking Sciences Dept., University of Kerbala, Iraq)

  • Nagham Dayek Abd Ali

    (Financial and Banking Sciences Dept., University of Kerbala, Iraq)

  • Mohammed Faez Hasan

    (University of Kerbala)

Abstract

The research dealt with the topic of interactive marketing in its dimensions (trust, commitment, interaction, two-way communication, quality of service, speed of response) and its impact on marketing efficiency in its dimensions (customer satisfaction, marketing costs, marketing research and development). The researchers sought to present a theoretical framework based on rooting Intellectual and making a modest contribution with regard to the variables and dimensions of the research, which was conducted in the Asia Cell Company for Mobile Communications, Holy Karbala Branch. And information, and a set of statistical methods were used in order to process data and information, namely: the arithmetic mean, standard deviation, Cronbach alpha test, coefficient of variation, Pearson correlation coefficient, interpretation coefficient, test (T), test (F), and in conclusion, the research reached A set of conclusions, the most important of which are: - The employees of Asia Cell Company realize the importance of building a long-term trust relationship with customers for the purpose of enhancing the company's marketing efficiency. As well as all the correlations were positive and moral, which means that the company can benefit from the dimensions of interactive marketing to enhance marketing efficiency.

Suggested Citation

  • Hawra Thamer Mahdi & Fatima Abid Ali Salman & Nagham Dayek Abd Ali & Mohammed Faez Hasan, 2023. "Effect of Interactive Marketing Dimensions on Marketing Efficiency: Exploratory Study for the Opinions of a Sample of Employees of AsiaCell Mobile Telecommunications Company in Karbala City," Technium Social Sciences Journal, Technium Science, vol. 43(1), pages 344-359, May.
    • Handle: RePEc:tec:journl:v:43:y:2023:i:1:p:344-359
    DOI: 10.47577/tssj.v43i1.8840
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    References listed on IDEAS

    as
    1. Mohammed Jasim Mohammed AL Abdullah & Ahmed Abd Alkareem Mohammed Alyaseen & Mohammed Faez Hasan, 2023. "Role of Company's Efficiency Measure in achieving return: Iraq's Private Banks Case," Technium Social Sciences Journal, Technium Science, vol. 39(1), pages 377-392, January.
    2. Mohammed Faez Hasan & Noor Salah Abdelnaby Al-Ramadan, 2022. "Using Options Futures Derivatives Weather in Hedging," Technium Social Sciences Journal, Technium Science, vol. 31(1), pages 430-436, May.
    3. repec:thr:techub:10031:y:2022:i:1:p:430-436 is not listed on IDEAS
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    More about this item

    Keywords

    interactive marketing; marketing efficiency; two-way communication; trust;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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