التكامل الاقتصادي
Volume 13, Numéro 2, Pages 441-452
2025-06-30
The Impact Of The Service Marketing Mix On Customer Satisfaction - A Field Study Of The Algerian Insurance Company (saa) In The Province Of Oran
Authors : Dida Omar . Morad Ismail . Guerriche Mohammed .
Abstract
This study aimed to know the role of the service marketing mix with its various elements (product, price, promotion, distribution, workers, physical evidence, process) in gaining customer satisfaction. To achieve this, the researcher relied on the descriptive analytical approach through a questionnaire prepared for this purpose distributed to 140 customers of the Algerian Insurance Company (SAA) at the level of the province of Oran using the statistical program SPSS. The research reached a set of conclusions, the most important of which are (the existence of an impact of the elements of the marketing mix for the product, promotion, distribution, workers, physical evidence, on customer satisfaction to varying degrees, while the price and operations had a relatively relative impact on customer satisfaction.
Keywords
Customer satisfaction, Marketing mix, Insurance companies, Insurance services, customer.
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