أثر التسويق الرقمي على القيمة المدركة للعميل: دراسة تطبيقية على عملاء الخطوط الجوية المصرية

Abstract EN

The aim of this study is to highlight the role of digital marketing in influencing the perceived value of Egyptian airlines customers, and the extent of differing opinions in the preference of digital marketing tools and the perceived value by the company and the identity of the customer.

the researcher used the descriptive analytical method and a sample of 384 individuals was collected and analyzed by SPSS program.

the study reached the following results: there is a significant correlation between the key dimensions of digital marketing and the perceived value of customers, the key dimensions of digital marketing have a significant impact on the perceived value of customers, there are no significant differences in the preference of digital marketing tools by company, whereas there are differences by customer identity, there are significant differences in the perceived value of Egyptian airlines customers by company and differences in the identity of the customer through the emotional and functional value.

the study recommended: attention to the dimensions of digital marketing (attract, engage, retain, learn, and relate), maintain their digital tools (website, social media, email marketing, mobile marketing).