The Role of E-Marketing in Achieving Competitive Advantage in Saudi Telecom Companies

(An applied study on Saudi Telecom company (STC))

Abstract

The aim of the research is to identify the role of electronic marketing in achieving competitive advantage in the saudi telecom company (stc). (stc) in the branches of the city (riyadh, abha, najran), a random sample of 145 employees was selected from them. The research reached several results. The most important of them: that the role of e-marketing in achieving the competitive advantage in the saudi telecom company (stc) came to a large degree, with a general average equal to (4.06), with a degree of approval (agree), with a relative weight of (81.2), and a standard deviation of (1.06). The results indicated that there were statistically significant differences between e-marketing in the saudi telecom company (stc) and competitive advantage, and the absence of statistically significant differences in the responses of the study sample about the role of e-marketing due to demographic variables (gender, age, experience in the job, level educational, occupational level), and the absence of statistically significant differences in the responses of the study sample about achieving competitive advantage due to demographic variables (gender, age, experience in the job, educational level, occupational level). The research presented a set of recommendations; among the most important: the necessity of emphasizing the importance of the role of e-marketing represented by the elements of the e-marketing mix (provided service, price, promotion, distribution), keeping pace with technological developments to achieve a competitive advantage, and for the company to develop its website to facilitate access to the required service.