يعد الولاء نحو العلامات التجارية لمنتجات منظمات الأعمال و خدماتها مؤشراً مهماً على نجاح تلك المنظمات في تقديم منتجات تتوافق مع حاجات و رغبات المستهلكين، و في هذا الإطار هدف هذا البحث إلى دراسة أثر مواصفات المنتج و العوامل الشخصية و الاجتماعية للمستهل
ك نحو الولاء للعلامة التجارية من خلال دراسة ميدانية لمشتري أجهزة الهاتف المحمول في مدينة دمشق.
The research aims to identify the extent of the impact of the creation of confidence
when the Commercial Bank of Syria clients to achieve their loyalty to him. And to identify
the extent of the impact of the commitment of the Syrian Commercial Bank
to customers
to achieve customer loyalty to him. In order to achieve the goals researcher relied on the
methodology include distribution (110) questionnaire was distributed to a random sample
of the branches of the Syrian Commercial Bank customers in the province of Lattakia, and
the use of SPSS statistical software for analysis by calculating the Pearson coefficient and
the coefficient of determination.
The researcher reached the low level of both the commitment and the confidence of
customers, accompanied by lower customer loyalty to the bank, as the study found, and
there is a significant correlation between each of the commitment and loyalty of customers
of the bank, on the other hand, and there is a significant correlation between customer trust
and loyalty of customers Commercial Bank of Syria.
The research aims to identify the role of Relationship Marketing in enhancing the
competitive advantage of insurance companies, through the study of the relationship
between the dimensions of marketing relations, represented by: trust, interaction,
commitment, communication, loyalty, and strengthen competitive advantage. Adopted
Find descriptive approach, which included the research community customers who
reviewed the insurance companies in Latakia province during the period of application of
research, amounting to three months, with the researcher during this period distributed
(185) to identify customers at random, so as to explore their views on the role of
Relationship Marketing in promoting competitive advantage in the insurance companies
that deal with it, and was restored (173) to identify complete and valid for statistical
analysis, and response rate (93.51%). Based on simple regression analysis and show the
relationship between the two variables Search reach and there is a significant moral
positive correlation between each dimension of marketing dimensions of relations, and
enhance the competitive advantage of companies in the study, since the marketing
performance of good companies under study been able to keep existing customers, and the
acquisition of new customers, and to achieve growth rates in transactions with these
customers by building relationships with them based achieve satisfaction and provide
goods and services of great value.
