أثر المزيج التسويقي للخدمات على نية شراء الخدمات المصرفية في الجزائر

Abstract

"This research aims to study the impact of the marketing mix of services on the intention to transact (purchase) in Algeria. To achieve the objectives of the research, we followed the descriptive and analytical method, so that the survey method was relied upon to collect data and it was distributed to a sample consisting of 100 respondents. To analyze the data, we used the statistical program Spss Version 26 using the multiple regression method, so that the results of the study concluded that there is a correlation between the marketing mix of services and purchase intention. "