دراسات اقتصادية
Volume 4, Numéro 1, Pages 56-79

The Analysis Of The Relationship Between Sales Promotion Techniques And Customer’s Emotional Loyalty In The Algerian Market Of Mobile Telecommunication

الكاتب : Azizi Nadir .

الملخص

This study aims to identify the relationship between sales promotion techniques and emotional loyalty in the Algerian mobile market. In order to achieve the objectives of the study, the researcher distributed a questionnaire to a sample of 100 consumers. In the light of this study, the data were collected and analysed using SPSS statistical package, and the hypotheses have been tested. We have reached a result that sales promotion has a positive impact on the consumer’s emotional loyalty, especially the free calling offers, loyalty programs and mix offers.

الكلمات المفتاحية

sales promotions techniques, emotional loyalty, mobile telecommunication market.