The Role of the Integrated Marketing Communications in highlighting the competitive advantage in the Jordanian Telecommunication Companies (Orange Company: Study Model)

Abstract

This research aimed to study the marketing communications and their roles in excreting the competitive advantage in the service sectors as well as clarifying the importance and role of the elements of the service communication mix in achieving the objectives of the foundation of economic services while studying the reality of the marketing communications of Orange's organization, also aimed to propose solutions and recommendations to the research institution to assist in improving its marketing communication mix, and the development of marketing communication policies, which helps in the achievement of its competitive advantage . The study population consisted of all citizens and customers dealing with Orange 1200 questionnaires have been distributed random sample of citizens, and the study concluded that there is a statistically significant effect on all marketing communications at a significance level of (? = 0.05) on each of: Market share, competitive advantage, customer satisfaction. The study recommended increased attention to the development of means of communication and promotion to customers and work to provide new services fit with the requirements and desires of customers in addition to the diversity of the presentations and not confined to a particular class and increase the role of personal selling through the establishment of centers in remote areas as well as the work of the mobile service centers in different regions.