تأثير التسويق الحسى(السمع والبصر) على استجابة العميل عند توسيط خبرة العميل " بالتطبيق على عملاء سلاسل المطاعم بمحافظة الدقهلية " | ||||
| المجلة المصرية للدراسات التجارية | ||||
| Article 6, Volume 44, Issue 3, July 2020, Page 177-215 PDF (768.36 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/alat.2021.186935 | ||||
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| Authors | ||||
| عبد القادر محمد عبد القادر; يمنى محمد عبد الغني يوسف; رحاب عادل محمد العراقي | ||||
| کلية التجارة - جامعة المنصورة | ||||
| Abstract | ||||
| ملخص البحث: استهدفت هذه الدراسة معرفة تأثير أبعاد التسويق الحسى(السمع والبصر) على استجابة العميل عند توسيط خبرة العميل بالتطبيق على عملاء سلاسل المطاعم بمحافظة الدقهلية.تم جمع 458 استجابة وبعد الفحص تبين أن الصالح منها للتحليل 408 استجابة وتم استبعاد 50 استجابة نظراً لأن القوائم التي أجيب على سؤال التصفية فيها بلا. وتم استقصاء آرائهم باستخدام الاستقصاء عبر الإنترنت Online Survey الذي تم تصميمه على محرک البحث Google Forms لمناسبة ذلک لطبيعة الدراسة، وتم الاعتماد على برنامج(Warp PLS.5) للتحليل الإحصائي والوصول الى نتائج الدراسة، کما تم الاعتماد على نموذج المعادلة الهيکليةStructural Equation Modelingوذلک لقياس العلاقات المباشرة وغير المباشرة بين متغيرات الدراسة. وقد توصلت نتائج الدراسة إلى وجود تأثير معنوي إيجابي مباشر لأبعاد التسويق الحسى (السمع، البصر) على خبرة العميل واستجابة العميل.کما توصلت نتائج الدراسة إلى وجود تأثير معنوي إيجابي مباشر لخبرة العميل على استجابة العميل. بينما توصلت إلى وجود تأثير معنوي إيجابي غير مباشر لأبعاد التسويق الحسى (السمع، البصر)على استجابة العميل عند توسيط خبرة العميل. Abstract: This study aimed to know the effect of the sensory marketing dimensions (hearing and sight) on the customer’s response when moderate the customer’s experience by applying it to the customers of restaurant chains in Dakahlia Governorate. 458 responses were collected, and after examination, 408 responses were found to be valid for analysis, and 50 responses were excluded due to the fact that the lists in which the filter question was answered were none. Their opinions were surveyed using the Online Survey that was designed on the Google Forms search engine to suit the nature of the study, and the (Warp PLS.5) program was relied on for statistical analysis and access to the results of the study, and the Structural Equation Modeling was also relied upon. To measure the direct and indirect relationships between the study variables. The results of the study found that there is a direct positive significant effect of the sensory marketing dimensions (hearing, vision) on the customer experience and the customer response. The results of the study also concluded that there is a direct positive significant effect of the customer’s experience on the customer’s response. Whereas, it found a positive, indirect, significant effect of the sensory marketing dimensions (hearing, vision) on the customer's response when centering the customer's experience. | ||||
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