دور التسويق السمعي في تعزيز الجودة المدركة للعلامة التجارية لشركات الطيران

الملخص EN

The research aims to: clarify the effect of audio marketing in enhancing the perceived quality of the airline brand, given the importance of these two dimensions, which are considered the main pillar in any productive organization in order to be able to provide services that satisfy the customer's needs and satisfy his desires, so the research was adopted in its theoretical and field framework after marketing audio as a major variable explaining its impact on the perceived quality of the brand as a dependent variable, and developing a hypothetical scheme for research that reflects the nature of the correlation and impact relationship between audio marketing on the one hand and the promotion of the perceived quality of the brand on the other hand, the study reached several results, the most important of which were: the sound has an important role in the sensory perception of tourists, and the degree of influence varies according to the type of music, the size of the piece of music, and the volume of the sound.

one of the most important recommendations of the research was: stimulating the sense of hearing among tourists by using certain music that attracts the attention of tourists and works to spread calm and psychological comfort to them, and avoiding loud music to influence the tourist's purchasing decision and repeat the purchase experience.