Publication Details
Abstract
The current study collected and examined the three variables ( interactive marketing , perceived image and customer happiness), a relationship that has not been extensively studied in previous researches. The research aims to demonstrate the impact of interactive marketing and the perceived image in achieving customer happiness, and this is done through immediate response to customer inquiries, providing personal support, and involving customers in the decision-making process, thus achieving customer happiness. The research population is represented by the customers of Asiacell telecommunications company, either the research sample was selected from them a sample consisting of (133) customers, where a questionnaire form was intended reliable with the objectives of the investigation and its hypotheses, and the questionnaire forms were distributed to customers (130) forms were retrieved that can be analyzed statistically, i.e. the percentage of retrieval of questionnaires was (97.74%). The research reached several conclusions, the most important of which was that through interactive marketing and the perceived image, the customer's personality is encouraged to interact with the brand, thus creating an appropriate environment, that is, it is a very effective way to enhance customer participation, and therefore there is a relationship among interactive marketing and the perceived image in order to achieve customer happiness. It also helps customers to identify weaknesses, how to improve them, and the points that customers want to have, and will give a better and faster result in working within the organization.