The Impact of Sales Promotion Programs on the Loyalty of Saudi Telecom Company Customers STC
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 09
Abstract
This study investigates the impact of sales promotion programs on customer loyalty in the context of the Saudi Telecom Company STC. Utilizing data from 457 respondents, the research examines the role of different types of sales promotions, the frequency of promotions, promotional communication channels, and seasonal promotions on customer retention and satisfaction. The findings reveal a significant positive relationship between frequent and well-structured sales promotions and customer loyalty, with a β value of 0.914 for the frequency of promotions. While promotional communication channels showed a moderate influence (β = 0.592), seasonal promotions played a strong role in driving repeat purchasing behavior (β = 0.768). Customer retention and interaction with loyalty programs were also shown to be critical intermediary factors that mediate the effect of sales promotions on loyalty. The study confirms that well-designed promotional programs and consistent communication efforts can significantly enhance customer retention and satisfaction. Limitations and recommendations for future research are discussed, including the need for cross-industry studies and the exploration of digital and personalized promotional strategies.
Authors and Affiliations
Adil Mohamed Ahmed Fait
Keywords
Related Articles
- EP ID EP744863
- DOI 10.47191/jefms/v7-i9-31
- Views 7
- Downloads 0
Profitability Analysis of Vannamei Shrimp (Litopanaeus Vannamei) Cultivation Business in Tarpaulin Ponds in Jangka District, Bireuen Regency
The fisheries sector is a sector that plays a very important role in the economy of the community in Bireuen District, Aceh Province because it has great potential for the development of fishery areas. One of the busines...
The Extent of Basel Accord implementation on Islamic Banks in Palestine the case of Palestine Islamic Bank
The primary goal of this study is to examine how the Basel II agreement is being implemented in Islamic banks in Palestine (a case study of Palestine Islamic Bank). To attain the purpose of the research, a descriptive-an...
An Assessment of Risk Management Factors Delaying Construction Project in Nigeria
Risk management is a field that exists within the subject area of project management deals with the identification, monitoring and mitigation of risks. It is seen as the effect of uncertainty on objectives so this proces...
The Effect of Profitability, Liquidity, and Leverage on Corporate Values with Corporate Social Responsibility (CSR) as Moderating Variable
The aims of this study were (1) to find out whether profitability has an effect on firm value, (2) to find out whether liquidity has an effect on firm value, (3) to find out whether leverage has an effect on firm value,...
Contract Enforcement, Remittance and Economic Growth in Ghana
This paper provides evidence that contract enforcement and remittances positively affect economic growth. Secondary data on Ghana was obtained from World Development Indicator spanning from the period 1980 to 2017. The v...