(أثر الترويج في تحقيق ولاء الزبون للمؤسسة الاقتصادية الخدمية دراسة حالة المؤسسة اتصالات الجزائر للهاتف النقال(موبيليس

Abstract

Known telecom market in Algeria developed a record to enter the progress of three dealers who are Orascom Telecom Algeria, Algeria Telecom mobile phone, the National Telecom Algeria, these three institutions had a great role in the boom and the growth of telecom sector in Algeria, who is still known as a remarkable development in all fields, whether technological or service or marketing, this was accompanied by rapid development in the frenetic race to attract customers, leading to the saturation of the market in a short period and make the institutions that are active in the market moving from a strategy of attack is to obtain new customers and to the defense strategy is to keep existing customers and build long-term relationship with them, through the use of all means and policies that serve its purpose. Perhaps the most important policies we find the four elements of a promotion policy of the Declaration and the sale of personal and promotion of sales, because of their ability to build a bridge of communication is allowed to build an interactive relationship between the customer and the organization, in this study will point to the most important characteristics of the promotion activity in the enterprise service We refer to the nature of the promotion of connectivity that makes it work and persuasive means to influence the trends of the customer, and assuaged her conduct to suit the organization's goals. In order to identify the impact of the promotional mix elements in building customer loyalty and Algeria Telecom mobile phone (Mobilis), we studied the field and approached that of the active participants, whether their participation card or by direct line, where we distributed a list of questions was to determine the impact on customers promotional policy of the institution, and the extent of their loyalty to their services, in addition to building a statistical model that combines elements of the four promotional mix and the loyalty of the institution's clients, in light of that we can analyze the strength of the relationship if any between each of these elements and loyalty.