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

Youcef Souar, Keltouma Mahi and Imane Ameur
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Youcef Souar: Laboratory MIFMA, University Tahar Mouly, Saida, Algeria
Keltouma Mahi: University Tahar Mouly, Saida, Algeria
Imane Ameur: University Tahar Mouly, Saida, Algeria

Expert Journal of Marketing, 2015, vol. 3, issue 1, 1-10

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.

Keywords: Marketing mix Elements; customer loyalty; Algeria Telecom; structural equations modeling; "PLS" approach (search for similar items in EconPapers)
JEL-codes: M30 M31 M39 (search for similar items in EconPapers)
Date: 2015
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