دور إدراك العملاء لممارسات السلوك التسويقي غير الأخلاقية في رضا العملاء : دراسة تطبيقية على عملاء متاجر التجزئة الإلكترونية

الملخص EN

The present research has concerned the dimensions of customers' perception of unethical marketing behavior practices and customers satisfaction of E-retail stores.

As well as defining the nature and type of relationship between the customers' perception of unethical marketing behavior practices and the customers' satisfaction.

To achieve this, a survey list was relied upon electronically distributed using Google Drive to collect the primary data required for this research from a sample of 250 units from electronic retail stores.

The results of the research showed that the level of customers' perception of unethical marketing practices is relatively high as a whole and for each dimension separately, andthe level of satisfaction of E-retail customers is average as a whole.

The results of the research showed that there is significant relationship between customers' perception of unethical marketing behavior practices and customers satisfaction, and there is a significant negative relationship between the customers' perception of unethical marketing behavior practices and customers satisfaction, and the product was the most dimensional effect on customers satisfaction, then promotion, pricing, and distribution.

The research also found there are significant differences among customers' perception of unethical marketing behavior practices in pricing according to demographic variables with regard to gender, age and frequency of purchasing, and there are no significant differences with regard to Product, Distribution and Promotion, and There are significant differences between the views of the investigated on the customers satisfaction according to demographic variables with regard to age and frequency of purchasing, and there are no differences with respect to gender.

The researcher reached a set of recommendations to reduce the level of customers' perception of unethical marketing behavior practices in order to enhance customers' satisfaction of E-retail stores.