The Role of 4Rs Marketing Mix in Enhancing Customer Trust through a Relationship Marketing Approach: A Conceptual Model
| المصدر: | مجلة الرسالة للدراسات والبحوث الإنسانية |
|---|---|
| الناشر: | جامعة العربي التبسي تبسة - مخبر الدراسات الإنسانية والأدبية |
| المؤلف الرئيسي: | Djeribi, Sebti (Author) |
| مؤلفين آخرين: | Siyahia, Samira (Co-Author) |
| المجلد/العدد: | مج8, ع1 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2023
|
| الشهر: | أفريل |
| الصفحات: | 1268 - 1280 |
| ISSN: |
2543-3938 |
| رقم MD: | 1381095 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Communication | Customer Trust | Interaction | Personalization | Relationship Marketing | The 4Rs Marketing Mix
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
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. |
|---|---|
| ISSN: |
2543-3938 |
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