The Effect of Marketing Communications on The Egyptian Consumer Responses Towards Service Brand: An Applied Study on Mobile Services in A.R.E.

Abstract

Mobile service industry is considered now as one of the fastest growing industries in Egypt . Until now, there are only three companies competing in that industry, so marketing communications may play an important role in attracting ,retaining and growing customers in that field.

This study aimed to examine the impact of controlled and uncontrolled marketing communications and also brand name on the consumer responses towards mobile service companies brand.

To achieve this objective ,The study examined developed conceptual framework to explain the consumer responses - such as satisfaction, attitude and intention to use the brand- which may affected by marketing communications and brand name of mobile service companies in Egypt. Based on this framework , Three hypothesizes were tested by using set of data collected from sample involved 1081 respondents. The respondents were consumers from Alexandria and Cairo which considered as two of the biggest countries in Egypt.

The analysis shows specific results which could be summarized as follow:

-There are relative high degree of satisfaction, attitude and intention to use the brand of the studied companies.

- The marketing communications and brand name which related to mobile service companies in Egypt influence on customer satisfaction, attitude and intention to use the brand of these companies.

-The uncontrolled marketing communications variable has the most impact in explaining the variance in brand satisfaction, while controlled marketing communications and brand name have little impact on brand satisfaction.

-The controlled marketing communications variable has the most impact in explaining the variance in either brand attitude and intentions to use the brand ,while uncontrolled marketing communications and brand name have little impact on that responses.