الفهرس 
الإطار العام للبحثيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
The main objective of this study is to determine the impact of marketing ethics on customer loyalty in light of the mediation of perceived service quality in application to customers of telecommunications companies, and by reviewing previous studies related in this regard, a proposed model for the study hypotheses was designed that clarifies the causal relationships between the study variables. On the methodology of structural equation modeling and path analysis method to illustrate the strength of the linear relationship between study variables using AMOS software. V21.
This research started from a problem expressed in a number of intellectual and applied questions aimed at answering them through the theoretical philosophy and the intellectual connotations of the variables addressed by the research, namely (marketing ethics, perceived service quality, and customer loyalty) and then determining the level of its importance, impact and applicability in the researched companies.
In order to collect the primary data, a survey list was designed that includes three measures, namely the Marketing Ethics Scale, the Perceived Service Quality Scale, and the Customer Loyalty Scale, and the necessary tests were conducted to assess the validity of the study variables measurement models, and the survey was directed to a sample of customers in the companies under study represented in (Vodafone, Orange, Etisalat) The sample size was (384 individuals) and the response was (377 individuals) with 98% of the total sample size.
The research found that there is a positive impact statistically significant for marketing ethics on the quality of perceived service, so the more the company is committed to marketing ethics in all elements of its marketing mix, the more it will be reflected in the increase in the customer’s perceived service quality, and there is a positive impact statistically significant for the perceived service quality on loyal The customer, meaning that if the perceived quality exceeds the customer’s expectations, the more it leads to gaining and winning the customer’s loyalty. The results also showed the existence of a statistically significant positive effect of marketing ethics on customer’s loyalty, The results also found that there is a statistically significant impact on the perceived quality of service on the relationship between marketing ethics and customer loyalty, because they are the triangle of success and growth in the sense that telecommunications companies follow the application of ethical standards in their policies whenever this is reflected in the positive perceptual quality of the customer and earning his loyalty, as the results showed that there are differences Statistical significance between the views of the sample vocabulary about both marketing ethics, perceived quality of service, and customer loyalty according to the age variable in the companies in question, and the presence of statistically significant differences between the opinions of the sample vocabulary about both marketing ethics, perceived quality of service and customer loyalty according to the gender variable in the companies in question. search, Also, there are statistically significant differences between the opinions of the sample vocabulary about both marketing ethics, perceived quality of service, and customer loyalty according to the scientific qualification variable in the companies in question, and finally there are statistically significant differences between the opinions of the sample vocabulary about both marketing ethics, perceived service quality and customer loyalty. According to the company that deals with the customer in question.
Terminology of study:
Marketing Ethics.
Perceived quality of service.
Customer loyalty.