Revue Organisation et Travail
Volume 13, Numéro 2, Pages 109-125
2024-12-17
The Growing Importance Of Marketing For Mobile Phone Service Providers, As Well As The Problems Of Providing Solutions And Expectations.
Authors : Aissa Kadda . Daib Zeggai . Belhadj Abdelkrim .
Abstract
The goal of this study is to determine how the (7) components of the marketing mix effect Djezzy mobile phone consumers' perceptions of brand in Saida (Algeria). In order to acquire appropriate findings، 115 Djezzy consumers were handed questionnaires at a rate estimated at 82%.. Saida's 95 valid surveys were processed using the statistical method *SMART PLS*. According to study's findings، there is a relationship between marketing mix components and perceived brand. The 7Ps of mix marketing have a significant impact on Algerian customers' opinions of brands. Engaging the service marketing mix components improves brand image and consumer experience.
Keywords
Service marketing ; marketing mix expanded ; Communications Corporation ; Perception Brand
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