The Ethical Behavior of Workers as an interactive Variable between Marketing Communications & Customer Loyalty to the Brand under the Mediation of Customer Value and Customer Satisfaction (A Field Study on The Telecommunications Sector in Sudan)

Abstract

The study aimed to investigate the Role of Ethical Behavior of Workers as an interactive Variable between Marketing Communications & Customer Loyalty to the Brand under the Mediation of Customer Value and Customer Satisfaction (A Field Study on The Telecommunications Sector in Sudan). The study followed the descriptive analytical method & cognitive interaction approach. The study sample consist of (400) Customers. The results indicate there is an indirect (interactive) impact relationship of Marketing Communications in the interaction with Ethical Behavior of Workers in Customer Loyalty to the Brand with a change in the determination coefficient of (0.061), In addition, Customer Value and Customer Satisfaction fully mediates the relationship between Marketing Communications & Customer Loyalty to the Brand with an indirect (mediated) effect of (0.779). The study recommended the need for the Telecommunications Sector in Sudan to care about Marketing Communications and implementing it professionally because of its importance in Customer Loyalty to the Brand, and the need for the Sector to develop appropriate plans and procedures that will overcome the obstacles that face building the Brand properly.