The Role of Agile Digital Marketing in Achieving Marketing Excellence: A Study of Cellular Companies Customers in Syria

Abstract

This study presents a field study based on the descriptive analytical approach, to determine the extent of achieving marketing excellence in cellular communications companies based on the application of agile digital marketing from the point of view of its customers to determine the dimensions of agile digital marketing that were positively reflected on customers to achieve a service that suits customers, by distributing (310) questionnaires to Cellular companies customers that were distributed to the company's customers via the WhatsApp application, and aims to determine the role of agile digital marketing in achieving marketing excellence and its dimensions that have an important impact on that. The data were analyzed using the SPSS statistical program by performing a multiple regression test to achieve the research objectives. This study was enhanced by relying on previous studies on the subject so that the research completes what previous studies started to contribute to the academic and practical understanding of agile digital marketing in cellular telecommunications companies within an environment of uncertainty in which companies suffer from environmental threats as a result of emergency conditions of fluctuations in the surrounding environment. It sheds light on the dimensions of agile marketing that were positively and effectively reflected on the customers of the company under study, which may be the most appropriate solution for the company to continue and provide a service that satisfies the customer within the environment of uncertainty surrounding it.