أثر الجماعات المرجعية في اتجاهات العملاء نحو شراء خدمات وكالات الحج و العمرة : دراسة ميدانية في محافظة حضر موت

Abstract EN

This study aimed at studying the impact of the reference group on consumers attitudes towards services purchase for Haj and Umrah agencies in Hadhramout governorate, in which a sample consists of (104) respondents of Haj and Umrah agencies consumers.

The study found that the family are the most influencing group on the attitude towards services purchase for Haj and Umrah agencies, followed by the friends and work colleagues, and lastly the community stars and celebrities.

The study recommends to diversify mix of services Haj and Umrah agencies, and increase their quality in order to increase their market share by consumer recommendations and the talk among those references.