The Role Of Innovative Service Marketing In Achieving Customer Satisfaction

A Field Study On Syriatel Customers In Latakia

Abstract

The aim of the research was to determine the role of extended service innovative marketing in (product, price, distribution, distribution, physical evidence, operations, people), customer satisfaction of Syriatel cellular communications company in the city of Lattakia, and to work on determining the level that constitutes them, The researcher relied on the descriptive analytical approach, and adopted the questionnaire that was distributed to (225) clients. The secondary data was collected and analyzed using appropriate statistical analysis methods and the results were extracted using the SPSS program.The study found a significant relationship between innovative marketing elements and customer satisfaction for the company under study. Innovative marketing elements contribute significantly to customer satisfaction. The study recommended: the necessity for the company’s management to pay greater attention to the elements of innovative marketing in the plans put in place, considering it an influential factor in the company’s work in general, and in influencing customer satisfaction in particular. Focus more on the features of the services provided, whether in terms of price and quality, or in terms of the tangible characteristics and expected benefits of the service provided, in a way that meets the needs and desires of customers, and thus satisfaction and loyalty to the company under study.