Please use this identifier to cite or link to this item: https://dspace.univ-ouargla.dz/jspui/handle/123456789/24687
Title: The relationship of services marketing mix to customer satisfaction and satisfaction effect on loyalty Case study: Turkish Airline in Algeria
Authors: زعابة مصطفى
زبيري رابح
Keywords: services
marketing mix
customer
satisfaction
loyalty
Issue Date: 31-Dec-2020
Series/Report no.: volume 7 n 2 2020;
Abstract: The study aims to investigate the nature of the relationship between services marketing mix (7Ps) and customer satisfaction, as well as the resulting impact of satisfaction on customer loyalty. Since the independent variable (7Ps) consists of seven sub-variables: product, price, place, promotion, people, physical evidence and process; we first tested the relation between satisfaction and each element individually. For realizing this study, we chose the Turkish airline in the Algerian market as a case study where quantitative analysis was used based on a survey and a sample of (63) participants. After data collection, we used SPSS for statistical treatment. The research results in a strong positive relation of (0.88) between Algerian customer satisfaction and services marketing mix of Turkish airline. Also (75.5%) of satisfaction is predicted/due to the (7Ps). Despite of the high grade scored in overall satisfaction (3.91 on 5 point Likert scale), that didn’t guarantee Algerian customer loyalty to the company; Whereas up to (62%) of future buying decision could be in favor of the Turkish airline competitors
Description: Algerian review of economic development
URI: http://dspace.univ-ouargla.dz/jspui/handle/123456789/24687
Appears in Collections:Number 13 Déc 2020 / V 7 N 2

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