مجلة الرسالة للدراسات والبحوث الإنسانية
Volume 8, Numéro 1, Pages 1268-1280
2023-04-30
The Role Of 4rs Marketing Mix In Enhancing Customer Trust Through A Relationship Marketing Approach: A Conceptual Model
Authors : Djeribi Sebti . Siyahia Samira .
Abstract
The purpose of this paper is to define the positive role of 4Rs marketing mix as a new paradigm to enhance customer trust, by clarifying this role and tracing its sources, which are the 4Rs marketing mix elements, its core competencies and the results of its application as important determinants and antecedents for building and developing trust. All this in light of the relationship marketing approach based on foundations (communication, interaction and personalization). Where its results were summarized within the framework of a conceptual model that explains the relationship between the research variables that feed the customer’s trust and enhance its levels.
Keywords
Customer Trust, ; Interaction ; Personalization ; Relationship Marketing ; The 4Rs Marketing Mix ; Communication
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