The Impact of Using Islamic Service Marketing Mix on Creating Competitive Advantage at the Saudi Telecom Company (STC)

Abstract

The purpose of this study is to determine the effect of the use of marketing mix service with Islamic character to build a competitive advantage in the Saudi Telecom Co. (STC) .To achieve the objectives of this study, a questionnaire was developed and distributed among the samples study, which consisted of (380) Customers of STC. (210) customers responded, forming respond rate of 55%). The results of the study indicate that, the respondents' perception to the each of marketing mix service with Islamic character (product or service, price, place or distribution, promotion, processes, people, physical evidence) and dimensions of the competitive advantage (creativity and innovation, speed, elasticity, differentiation and quality) stated according to their importance, and were high.

The results, also, indicate that there is significant statistical effect of the marketing mix service with Islamic character on the building of the competitive advantage with all it dimensions. Some recommendations were suggested to Enables Company to using ( Marketing Mix service with Islamic character) in efficient way to build sustainable competitive advantage.