Innovative Marketing and Its Impact on Customers' Value Creation in Orange Jordan Telecom

Abstract

The purpose of this study was to provide an analytical presentation of the impact of innovative marketing in creating value for Orange Jordan Telecom customers and to identify the extent to which the elements of the innovative marketing mix impact the value creation of the customer. The researchers adopted two sources to collect data for this study: Secondary data, included, references, literature, and relevant periodicals to the study to clarify basic concepts, types, and areas of innovative marketing, and to identify the most important and relevant previous studies to the subject, while the second was a field study included: Design and distribution of a questionnaire to collect data from Orange Jordan Telecom Customers'. The questionnaire has been distributed to a random sample of (90) customers who deal with different orange branches for more than three years. Total of (65) valid questionnaires were retrieved and analyzed, with a percentage of (72%). The reliability test ratio of both the independent and dependent variables were (82%). The populations of the study were Orange Jordan Telecom Customers. The main findings of the study were as follows: There is a statistically significant impact of innovative marketing on creating value for Orange Jordan Telecom customers. There is a statistically significant impact of each one of the innovative marketing dimensions (innovation in marketing mix elements: Innovation in product, innovation in price, innovation in promotion, and innovation in distribution) on creating value for Orange Jordan Telecom customers.