تأثير المربع الذهبي للتسويق في العلاقة بين الكلمة المنطوقة إلكترونيا (EWOM)‎ ونية إعادة الشراء: دراسة ميدانية على عملاء شركات الطيران الخاصة

Abstract EN

The current research aims to verify the effect of the electronic words of mouth on the golden square of marketing from the perspective of customers of private airlines, as well as to identify the impact of the golden square of marketing on their intention to buy back air transport services from them, in addition to revealing the effect of the electronic word on the intention to re-purchase air transport services.

purchasing, as well as determining the effect of the golden square of marketing on the relationship between the EWOM and the intention to repurchase, and the detection of differences between the opinions of the research sample towards their awareness of the research variables according to demographic data (gender, age, educational level, income level).

a set of results were reached, the most important of which are: the presence of an effect of the EWOM on the dimensions of the golden square of marketing represented in the mental image, the fixation of the mental image, and customer satisfaction, as well as the presence of an effect of the same dimensions on the intention to repurchase, as well as the presence of an effect of the electronic EWOM on the intention to repurchase.

air transport services from private airlines when averaging the dimensions of the mental image, stabilization of the mental image, and customer satisfaction as dimensions of the golden square of marketing, and finally, it was found that there are significant differences in customers' perception of all variables of research according to the type variable, as well as the presence of significant differences in their perception of the variable of the golden square of marketing according to age, and also that there are significant differences in their perception of the variables of the word spoken electronically and the golden square of marketing according to the level of income, and the research can include the future research will focus on the role of service quality in achieving the golden square standards of marketing and its reflection on performance.

the research can also be applied in other areas such as fast food restaurants and hotels.