الفهرس 
الفصل الأول الإطار العام للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Introduction: It is the duty of the marketing officer in the institutions to make the estimates, i.e. the marketing variables, which must be met and arranged in order to make a decision to put a product or service on the market, and he must set a suitable price for this product, promote it in a good way, and be distributed in a suitable place, All this allows anticipating the achievement of the pre-defined goals, as these marketing variables allow the product to take its place in the market compared to competing products. Failure to plan the marketing mix affects the efficiency of each element in achieving its goals. For example, the success of the marketing mix of the institution, which is to provide products in the places of customer and consumer gatherings at reasonable prices while providing an appropriate promotional mix that depends on the product’s ability to meet consumer needs, that is, the commodity The occasion does not succeed in the market unless it is distributed and promoted in an appropriate way and sold at an appropriate price. Perhaps the most important thing facing the decision maker at the level of choosing the appropriate marketing mix is related to how to balance those factors that are under the control of the management, ie those factors that the management can control, and that affect the choice of this mixture. And those external factors that the administration cannot control, the decision-maker may be able to create a new branch for the organization, or raise the prices of products, but it cannot control the distribution of income, patterns of purchasing behavior, and the actions of competitors. 1.2 Problem of study In light of the competitive conditions prevailing among the tourist restaurants in the last decade, achieving excellence has become one of the requirements for dealing with these conditions, but these restaurants did not fully understand the importance of the elements of the marketing mix fully, which contribute to achieving excellence and thus the problem of the study can be formulated in determining the extent of the influence of the mix elements Marketing on the decision-making process for customers of tourist restaurants by answering the following questions: 1. To what extent is customer opinion based on the elements of the service marketing mix and the factors that influence the purchasing decision-making process? 2. Is there a statistically significant relationship between the service-marketing mix elements and the factors that affect the decision-making process for my purchase? 3. Are there statistically significant differences between the opinions of clients in the study sample towards the elements of the marketing mix according to demographic data? 1.3 Importance of the study The importance of the current study stems from the necessity of focusing on the importance of the service marketing mix as a competitive advantage for institutions that are interested in applying these elements, especially after the tastes, desires and needs of customers have evolved and the emergence of developments and changes. And the extent of the impact of those elements of the service marketing mix on the purchasing decision-making process for customers who frequent tourist restaurants according to the different products and services provided. 1.4. Objectives of the study The current study aims to: 1. Knowing the marketing concepts while studying the elements of the service marketing mix. 2. Study the level of degree of agreement on the elements of the service marketing mix and the factors for purchasing decision-making. 3. Study the relationship between the elements of the service marketing mix and the factors that affect the customer purchasing decision-making process. 4. Study the differences between the clients’ opinions regarding the elements of the service marketing mix according to demographic data. 5. Provide appropriate results and recommendations that will contribute to helping restaurants apply the elements of the service marketing mix.