تأثير أبعاد التسويق عبر الهاتف المحمول على ولاء الزبون

Abstract

This study aims to shed light on the impact of mobile marketing dimensions on customer loyalty among a sample of mobile marketing application users who rely on these applications for making purchasing decisions. The study focuses on a set of dimensions (interaction, personalization, location, and convenience). Data was collected using a questionnaire from a sample of 294 respondents and analyzed using SPSS V26 software. The study concluded that there is a statistically significant positive relationship between the dimensions of mobile marketing and enhancing customer loyalty among the study sample. The convenience dimension was found to have the most significant impact.