رضا العملاء كمتغير وسيط في العلاقة بين أبعاد تسويق العلاقات و ولاء العملاء : دراسة تطبيقية
Other Title(s)
Customer’s satisfaction as a mediator variable in the relationship between dimensions of relationship marketing and customer's loyalty in Egyptian communications sector : an applied study
Author
Source
Issue
Vol. 53, Issue 1 (31 Dec. 2012), pp.328-367, 40 p.
Publisher
Institute of Public Administration
Publication Date
2012-12-31
Country of Publication
Saudi Arabia
No. of Pages
40
Main Subjects
Business Administration
Marketing
Abstract EN
The aim of this study is to explore the impact of customer’s satisfaction in the relationship between the Dimensions of Relationship Marketing “trust, commitment, empathy, communication and conflict control” and customer loyalty, to build a model for relationship marketing in Egyptian communications sector by using path analysis and partial correlations analysis, in addition to identifying both customer satisfaction and loyalty.
The questionnaire has been designed to gather data.
The sample size includes 384 customers and 384 questionnaires were distributed of which 300 units were collected and analyzed.
According to the results obtained from the structural model, the study concluded that dimensions of relationship marketing can be arranged as followed: “trust, communication, commitment, empathy and conflict control” to ensure customers’ loyalty.
Trust is the most important dimension in building long-term relationship with customers.
Customer satisfaction is placed as a mediator variable between relationship marketing dimensions and customer loyalty, which affects the strength of the relationship between them.
American Psychological Association (APA)
آمنة أبو النجا محمد. 2012. رضا العملاء كمتغير وسيط في العلاقة بين أبعاد تسويق العلاقات و ولاء العملاء : دراسة تطبيقية. مجلة الإدارة العامة،مج. 53، ع. 1، ص ص. 328-367.
https://search.emarefa.net/detail/BIM-643319
Modern Language Association (MLA)
آمنة أبو النجا محمد. رضا العملاء كمتغير وسيط في العلاقة بين أبعاد تسويق العلاقات و ولاء العملاء : دراسة تطبيقية. مجلة الإدارة العامة مج. 53، ع. 1 (كانون الأول 2012)، ص ص. 328-367.
https://search.emarefa.net/detail/BIM-643319
American Medical Association (AMA)
آمنة أبو النجا محمد. رضا العملاء كمتغير وسيط في العلاقة بين أبعاد تسويق العلاقات و ولاء العملاء : دراسة تطبيقية. مجلة الإدارة العامة. 2012. مج. 53، ع. 1، ص ص. 328-367.
https://search.emarefa.net/detail/BIM-643319
Data Type
Journal Articles
Language
Arabic
Notes
يتضمن ملحق : ص. 365-366
Record ID
BIM-643319