The Mediating Role of Repositioning on The relationship Between Electronic Integrating Communication Marketing (E-IMC) and Loyalty

Author:

Ahmed Hussein Moselhy Syead1ORCID,Abdelkader Ali Ahmed2

Affiliation:

1. Faculty of Commerce, Kafrelsheikh University, Kafr el-Sheikh, Egypt

2. Kafrelsheikh University, Kafr el-Sheikh, Egypt

Abstract

This article aims to determine and analyze the impact of E-IMC on improving the positioning towards commercial banks in Egypt, and loyalty as well. To accomplish these objectives, a descrptive method is used. 360 customers of commercial banks in Egypt are randomly selected, which were selected for having used the internet service of these banks. The total response rate was 86.4%. The results showed that this a statistically significant relationship between E-IMC and the mental image of the customers towards the organizations to improve their image and increase the achievement of loyalty to the brand in the commercial banks. Examining the results, a reliable model has been found in managing the mental image of the organizations with their customers.

Publisher

IGI Global

Reference36 articles.

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3. Alexandru, P.N. & Carmen, A. (2011) A Qualitative Research Regarding the Marketing Communication Tools Used in the Online Environment. Annals of the University of Oradea, 119-125.

4. Amarsanaa, B. & Anjorin, J. (2012). Mobile marketing: study of ICA-correlation between mobile marketing and customer loyalty [MSc Thesis]. University of Gavle.

5. Insch, A. (2012). The strategic importance of brand positioning in the place brand concept – Elements, structure and application of the positioning statement. Retrieved from https://www.researchgate.net/publication/269586166

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