تحسين العائد على الاستثمار في علاقات الزبون من خلال الدور الوسيط للامتنان : دراسة تحليلية لآراء عينة من زبائن شركات السياحة و السفر في العراق

الملخص EN

The current research aims to investigate the role moderate of customer gratitude to improvereturn on investments in customer relationships in the travel and tourism sector.

Investment incustomer relationship (financial benefits, social benefits, and structural benefits) to customers.

Thereturn on investment in customer relationship was measured (intention word of mouth, repurchaseintention, switching intention).

The current research focused on the mediate role of customergratitude in the relationship between relationship investments and its returns.

The data werecollected from the sample of the size of (220) customers of tourism companies and the scale wasbuilt in the light of previous studies, It was tested the validity of the scale through the tools oftesting the scale was tested hypothesis of research based on some statistical tools and methods(mean, standard deviation, correlation coefficient, Path analysis).

The research concluded that theresearch empirically demonstrates that gratitude plays an important role in understanding howrelationship investments increase customer intention to repurchase and word of mouth intentionand switching intention.

The research recommended the importance of investments in customerrelationship and focus to intangible customer assets as they represent a sustainable The current research aims to investigate the role moderate of customer gratitude to improvereturn on investments in customer relationships in the travel and tourism sector.

Investment incustomer relationship (financial benefits, social benefits, and structural benefits) to customers.

Thereturn on investment in customer relationship was measured (intention word of mouth, repurchaseintention, switching intention).

The current research focused on the mediate role of customergratitude in the relationship between relationship investments and its returns.

The data werecollected from the sample of the size of (220) customers of tourism companies and the scale wasbuilt in the light of previous studies, It was tested the validity of the scale through the tools oftesting the scale was tested hypothesis of research based on some statistical tools and methods(mean, standard deviation, correlation coefficient, Path analysis).

The research concluded that theresearch empirically demonstrates that gratitude plays an important role in understanding howrelationship investments increase customer intention to repurchase and word of mouth intentionand switching intention.

The research recommended the importance of investments in customerrelationship and focus to intangible customer assets as they represent a sustainable competitiveadvantage.