دور ادارة خدمات العملاء فى رفع كفاءة تسويق الخدمات دراسة حالة الشركة السودانية للاتصالات

Abstract

Abstract The title of this Studay is : “ The Role of Customers Services in Promoting the Efficiencey of Marketing Policy “Applied to the Sudanese Tele-Communications Company “Sudatel” from 2000 to 2004. The Objectives of this Stady : To Know the concept of “Customers Services “ as one of the inputs of Services marketing in general and communication services in particalar, and to what extent is “Sudatel” appling this concept and other modem marketing concepts. This is done through the exploraation of the Customers points of views and their satisfaction of these services. so as to find some suggestions to participate in the promotion of the services marketing and reach the satisfaction ,of its customers . The Studay Consists of ;An introducation , five chapters and aconclusion . The researrcher used methods of the research including the historical method , the descriptive method , and case studay method . He used descriptive statistics to show and analyze the data and the statistical tables . Some hypothises were set to be examined as follows : l. There is a relationship between the offered services and the customers satisfaction . 2. The presence of aseparate management for customers sen/ices affects the application of modern marketing concept. 3. Competition affects the ways how services are offered and affects their quality as well. 4. The way the services offered in and the fixed telephone services affect customers satisfaction . To examine these . hypothes a random specimen of (226) customers of the research societyiwere chosen. The study found some indicators to accept the hypothes of the study. Which means that there are some relations between the variables of these hypotheses . . The result’s of the study : 1. Services in Sudatel are offered in a way which meets customers needs and clearly reaches their satisfaction.

Marketing competition has asignificant direct effect on how the services are offered and on their quality as well. The introduction of mobile phones in the Sudanes communications market made the door open for competition and lessened the importance of fixed phone. Sudatel spreaded widely and offered services which covered most of the country and satisfied the customers needs for communication. Suggestions:

Customers shoud always be given greater attention and due care and shoud be put in the focus of the company . All effors shoud be exceited to achieve customers satisfaction. The work of fixed telephone shoud be updated and promoted in a way which enables it to stand the competion in fornt of other technology which endangers it. Getting ready for the wide competion in the field of communication and preparing stratigic plans in ascientific way beamig inmind the current situation and the future of communcation marketing in general and Sudatel customers in particular. . The study of the companies. of the same nature inside and outside the country to decide continuously the point s of weaknesses and the points of strength (Market Share) and how to deal with the variables in the internal and external environment.