The Impact of Content Marketing on Customer Retention: A Study of Ncr-Rouiba Company
| المصدر: | مجلة اقتصاد المال والأعمال |
|---|---|
| الناشر: | جامعة الشهيد حمه لخضر الوادي |
| المؤلف الرئيسي: | Hassani, Abdelakrim (Author) |
| مؤلفين آخرين: | Bouketir, Djebar (Co-Author) |
| المجلد/العدد: | مج9, ع2 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2024
|
| الشهر: | أكتوبر |
| الصفحات: | 817 - 836 |
| ISSN: |
2543-3660 |
| رقم MD: | 1517420 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Content Marketing | Dimensions of Content Marketing | Relevance of Content | Customer Retention | NCR-Rouiba Company
|
| رابط المحتوى: |
عدد مرات التحميل
3
| المستخلص: |
This study investigates the impact of content marketing on customer retention within the context of NCR-Rouiba Company. Building upon existing literature, five key dimensions of content marketing were identified: relevance, credibility, attractiveness, value, and emotional impact. A sample of 267 customers from NCR Rouiba Company participated in the study. Data analysis employed descriptive statistics (frequencies, percentages) and simple linear regression analysis to test the hypotheses. The findings demonstrate a significant positive impact of content marketing on customer retention. Furthermore, all five dimensions of content marketing were found to individually contribute to customer retention. |
|---|---|
| ISSN: |
2543-3660 |
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