The Impact of Sales Promotion Programs on the Loyalty of Saudi Telecom Company Customers STC
Adil Mohamed Ahmed Fait
Department of Business Administration, College of Business, Imam Mohammad Ibn Saud Islamic University (IMSIU), Kingdom of Saudi Arabia.
https://doi.org/10.47191/jefms/v7-i9-31ABSTRACT:
This study investigates the impact of sales promotion programs on customer loyalty in the context of the Saudi Telecom Company STC. Utilizing data from 457 respondents, the research examines the role of different types of sales promotions, the frequency of promotions, promotional communication channels, and seasonal promotions on customer retention and satisfaction. The findings reveal a significant positive relationship between frequent and well-structured sales promotions and customer loyalty, with a β value of 0.914 for the frequency of promotions. While promotional communication channels showed a moderate influence (β = 0.592), seasonal promotions played a strong role in driving repeat purchasing behavior (β = 0.768). Customer retention and interaction with loyalty programs were also shown to be critical intermediary factors that mediate the effect of sales promotions on loyalty. The study confirms that well-designed promotional programs and consistent communication efforts can significantly enhance customer retention and satisfaction. Limitations and recommendations for future research are discussed, including the need for cross-industry studies and the exploration of digital and personalized promotional strategies.
KEYWORDS:
Sales promotions, customer loyalty, customer retention, promotional communication channels, frequency of promotions, seasonal promotions, loyalty programs, Saudi Telecom Company STC.
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