تأثير الكلمة المنطوقة الإلكترونية على وفاء الزبون

الملخص EN

This research paper aims to study the impact of the electronic word of mouth (e-WOM) on customer loyalty.

the study was conducted on a random sample of 132 individuals.

an electronic questionnaire was used as a tool for data collection, and the statistical package (SPSS V 26) program was used to process and test the study's hypotheses.

the results of the research showed that the electronic word of mouth affects customer loyalty through both positive and negative comments, as well as the effect of the nature of electronic word of mouth (price, quality and need) on the intention to buy again.