The Role of Integrated Marketing Communication in Customer Satisfaction: An Applied Study on Sudakal Telecommunications Academy

Abstract

This study is entitled “The impact of Marketing Communication on customer satisfaction”, applied on Sudakal Academy. The research problem is represented in the following question: Does marketing communications have an impact on customer satisfaction? The objective of the study is to identify the impact that marketing communications have on customer satisfaction. The main hypothesis of the study is as follows: there is a statistically significant relationship between marketing communications and customer satisfaction. There are also sub-hypotheses that are derived from the main hypothesis: there is a statistically significant relationship between advertising and customer satisfaction, there is a statistically significant relationship between personal sales and customer satisfaction, there is a statistically significant relationship between public relations and customer satisfaction, there is a statistically significant relationship between sales activation and customer satisfaction. The study arrived at several important findings: first, advertising at Sudakal affects the mental image of customers; second, employees at Sudakal training centers have information about training services; third, sales representatives of training centers respond to all incoming calls by phone; fourth, training centers provide clear marketing contact information, which enhances their mental image. The study recommends that Sudakal should focus on targeted advertising, establish a marketing department within the administrative structure of the training centers, establish a public relations department at the Centers, and increase the transmission of messages via the internet to reach as many customers as possible.