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ثقة العميل بالموقع الإلكتروني و دورها في تحسين قواعد البيانات التسويقية
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يتناول البحث مفهوم ثقة العميل على الموقع الالكتروني من خلال ربطها بمبادرة العميل و مساهمته في تحسين قواعد البيانات التسويقية بما يضمن تدفق تيار من البيانات و المعلومات الحديثة و السريعة من مصادر مختلفة، و يجعل من ثقة العميل بالموقع الالكتروني هدفاً استراتيجياً يضمن للمنظمة وجود قواعد بيانات محدثة باستمرار و صالحة لاتخاذ قرارات أكثر فعالية و رشداً، و بناء أفعال تسويقية أكثر نجاعة و تميزا. و خلصت الدراسة الى مجموعة من النتائج المهمة كما يلي: وجود علاقة ذات دلالة إحصائية بين ثقة العميل بالموقع الالكتروني و بين درجة مساهمة العميل في تحسين قواعد البيانات التسويقية. تفسر المتغيرات المستقلة المكونة لثقة العميل بالموقع الالكتروني (الإحساس بالأمان في التعامل الالكتروني، الخصوصية على الموقع الالكتروني، تصميم الموقع الالكتروني) مجتمعة 95 % من تباين المتغير التابع المتعلق بمساهمة العميل في تحسين قواعد البيانات التسويقية.
This research deals the concept of customer's trust on the website. Through the link at the initiative client and its contribution to improving the marketing data- base. in order to ensure the flow of a modern and fast data and information from various sources, and makes the customer's trust in website a strategic goal ensures to organization the existence of data-bases constantly updated and valid to take a decisions more effective and rational, and the building of acts marketing more effective and memorable. The study concluded a series of important results are as follows: The existence of a statistically significant relationship between the customer's trust with website and the degree of contribution of the customer to improve the marketing data-bases. the independent variables consisting of the customer's trust with website (a sense of security in electronic transactions, privacy on the Website, Website design) combined 95% of the variance of the dependent variable on the customer's contribution to improve the marketing data-bases.
References used
أبو فارة، يوسف أحمد، 2004 -عناصر المزيج التسويقي عبر الانترنيت، ط 1 دار وائل للنشر و التوزيع، جامعة القدس، أبو ديس، فلسطين.
KOTLER, PH. & KELLER, K., 2004- marketing Management , 12 th edition, prentice hall, New Jersey, USA
www.abc-netmarketing.com
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