The Impact of Marketing Mix Elements on Improving the Gaza Electricity Company's Brand Image from the Customers Perspective: The Moderating Role of National Culture

Abstract

In this study, the local culture was studied as a modifying variable between the 4C's marketing mix elements with their dimensions (customer solutions, customer cost, convenience, and communication) and the mental image from the point of view of GEDCO customers. Aspects related to the 4C's marketing mix have been reviewed in terms of: definition of the 4C's marketing mix, its importance, and its main elements. The concept and definitions of local culture, its dimensions and variables were also discussed. The concept and definitions of the mental image, its types, dimensions, and importance were also discussed. The descriptive analytical approach was employed in reaching the results of the study, as a questionnaire was prepared to collect data from the study population, through an available sample of customers of the Gaza Electricity Distribution Company; In order to obtain a complete and accurate perception of the subject of the study. The number of questionnaires that were subjected to statistical analysis was (348) questionnaires. The study concluded a set of results, the most important of which are: There is an effect of the elements of the marketing mix 4C's with its four dimensions on the mental image of the Gaza Electricity Distribution Company, and there is an effect of local culture as a modifier variable between the application of the marketing mix 4C's with its four dimensions, and the mental image. There are statistically significant differences between the respondents' averages on the local culture as a modified variable and between the 4C's marketing mix elements and the mental image of the Gaza Electricity Distribution Company, due to the demographic variables: (educational level, age). A set of recommendations were presented, the most prominent of which were: the company must exert more efforts in order to maintain the level of communication performance, providing sufficient information about the smart meter system, developing the online collection and payment system, increasing the company's contribution through the monthly grant system for special cases, and developing convenience strategies Distinctive to enhance customer value, pay attention to predictive analyzes of customer behavior, develop perceptions of the directions of marketing campaigns that are appropriate to the local culture, and pay attention to the mental image and consider it an important variable that has a role in strengthening the element of trust and credibility.