أثر الصورة الذهنية في تعزيز ولاء الزبون : دراسة استطلاعية لآراء عينة من زبائن مستشفى الأمير الأهلي في مدينة النجف الأشرف

الملخص EN

The study aims to test and measure the effect of mental image in customer loyalty.

This is related to the study problem، which relates to the extent to which the mental image and the extent of its reflection in customer loyalty.

The researcher put the hypotheses of influence to measure the relationship between the variables of the study، Effectiveness measures the impact between the mental image and the customer's loyalty.

The mental image included three dimensions (cognitive dimension، emotional dimension، behavioral dimension) and the number of paragraphs Reached (15) paragraph.

The loyalty of the customer included four dimensions (verbal communication، spoken word intent، price sensitivity، customer complaints behavior) and a number of paragraphs (12) paragraphs.

The researcher chose the study community and they are the customers of the hospital.

The sample was (235) respondents.

The researcher relied on statistical methods to analyze the data and reach the results، and measure the effect between the variables of the study and among the statistical tools (arithmetic mean، standard deviation، analysis، and Programs spss، smart).

The researcher reached a number of conclusions، including the mental image of the clients of the Prince private Hospital was high، and the loyalty of the customer is high as they continue with the hospital and more They direct relatives and friends to the hospital.