The role of marketing knowledge in achieving customer satisfaction Case study of Algeria Telecom Corporation

Abstract

This study aimed to identify the role of marketing knowledge in achieving customer satisfaction in the economic institution in the state of Laghouat, specifically within the Algeria Telecom Corporation. The focus was on four basic dimensions of marketing knowledge as an independent variable: (Marketing knowledge content, marketing knowledge culture, marketing knowledge process, marketing knowledge infrastructure), with customer satisfaction as the dependent variable.

To achieve the objectives of the study, a questionnaire form was designed as the primary tool for collecting data related to the field aspect. The sample size included in this study was 40 individuals from the marketing department within the institution.

The statistical program SPSS was utilized for conducting statistical treatments,  the study yielded several conclusions, the most significant being the identification of a statistically significant relationship between the dimensions of marketing knowledge and achieving customer satisfaction in the institution under study. Based on these findings, the study formulated a set of recommendations that emphasize the critical role of marketing knowledge in enhancing customer satisfaction levels.