إطار مقترح للعلاقة بين إدراك العميل للإبداعية و سلوك التوصية : بالتطبيق على عملاء مطاعم الوجبات السريعة بمدينة المنصورة

Abstract EN

This study aimed to investigate the role of the customer's perception of innovativeness on the referral behavior by applying it to the customers of fast food restaurants in Mansoura using Structural Equation Modeling (SEM) based on the WarpPls.7 program by collecting a sample of 389 single, and the results of the study concluded that there is a positive significant effect of the customer's perception of innovativeness on the referral behavior to the restaurant.