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The Mediating Role of Repositioning on The relationship Between Electronic Integrating Communication Marketing (E-IMC) and Loyalty: The Case of Commercial Banks in Egypt

The Mediating Role of Repositioning on The relationship Between Electronic Integrating Communication Marketing (E-IMC) and Loyalty: The Case of Commercial Banks in Egypt
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Author(s): Hussein Moselhy Syead Ahmed (Faculty of Commerce, Kafrelsheikh University, Kafr el-Sheikh, Egypt) and Ali Ahmed Abdelkader (Kafrelsheikh University, Kafr el-Sheikh, Egypt)
Copyright: 2019
Volume: 9
Issue: 1
Pages: 23
Source title: International Journal of Online Marketing (IJOM)
Editor(s)-in-Chief: Hatem El-Gohary (College of Business & Economics, Qatar University, Qatar)
DOI: 10.4018/IJOM.2019010101

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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.

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