مجلة البشائر الاقتصادية
Volume 12, Numéro 1, Pages 818-835
2026-06-05
The Impact Of Direct Marketing Tools On Achieving Customer Loyalty Of A Sample Of Mobilis Agency Customers In Jijel
Authors : Bouchouit Feyrouz .
Abstract
This study aims to determine the extent to which the tools of direct marketing, represented by its tools, affect customer loyalty of a sample of Mobilis agency customers in Jijel, which has become very important for achieving continuity and leadership in the institution. The questionnaire was used and distributed to the study sample, and the SPSS 20 program was used to process this data and the multiple linear regression model was used as a statistical method to determine this effect. The study found that the dimensions of direct marketing, represented by its tools, influence customer loyalty by 35.3%, while the remaining 64.7% is attributed to other factors. It also found that direct marketing via catalog and kiosk marketing has no effect on customer loyalty, while direct marketing via television and telephone, direct mail, as well as personal selling and online, does have an effect on customer loyalty. An increase of one unit in each of the following marketing dimensions—television and telephone, direct mail marketing, personal selling and online marketing—will increase customer loyalty by approximately 28.9% for television and telephone, 20.9% for direct mail, and 28% for personal selling and online marketing.
Keywords
Direct marketing, television and telephone Marketing, direct mail marketing, catalog and kiosk marketing, personal selling and online marketing, customer loyalty.
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