JBFE_Vol 09 N 02

Permanent URI for this collectionhttps://dspace.univ-eloued.dz/handle/123456789/35611

JBFE_Vol 09 N 02

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Browsing JBFE_Vol 09 N 02 by Author "Bouketir Djebar"

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    The Impact Of Content Marketing On Customer Retention: A Study Of Ncr-rouiba Company
    (جامعة الوادي University of Eloued, 2024-10-31) Hassani Abdelakrim; Bouketir Djebar
    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.