Evaluating Marketing Performance Metrics From The Point Of View Of Telecom Operators Managers In Algeria: Comparative Study

Abstract

This study aims to measure the differences in marketing performance indicators between telecom operators in Algeria. On the basis of three approaches; the descriptive, inductive and comparative approach, we tried to answer the main question and carry out the empirical study. For data collection, we use a questionnaire of sample of 67 agencies and some short interviews with managers, as well as some reports about telecoms market published by ARPCE. To test the hypothesis, we use the one-way ANOVA test. Finally, we have found that there are no significant differences between telecom operators in developing the marketing performance indicators except the difference between OTA and WTA in Market share and innovation.