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Register a new userThe Effect of Trust & Commitment on Customer،s loyalty to the Organization "A Survey Study On The Syrian Commercial Bank Customers In Lattakia Province"
تأثير الثقة و الالتزام في ولاء العملاء للمنظمة (دراسة مسحية على عملاء المصرف التجاري السوري في محافظة اللاذقية)
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يهدف البحث إلى التعرف على مدى أثر خلق الثقة عند عملاء المصرف التجاري السوري على تحقيق ولائهم له. و التعرف على مدى تأثير التزام المصرف التجاري السوري تجاه العملاء على تحقيق ولاء العملاء له. و من أجل تحقيق الأهداف اعتمد الباحث على منهجية تتضمن توزيع (110) استبانة وزعت على عينة عشوائية من عملاء فروع المصرف التجاري السوري في محافظة اللاذقية، و استخدام برنامج SPSS للتحليل الإحصائي من خلال حساب معامل بيرسون و معامل التحديد. و قد توصل الباحث إلى انخفاض مستوى كل من الالتزام و ثقة العملاء يرافقه انخفاض ولاء العملاء للمصرف، كما توصلت الدراسة إلى وجود علاقة ذات دلالة معنوية بين كل من الالتزام و ولاء العملاء للمصرف، و من جهة أخرى وجود علاقة ذات دلالة معنوية بين ثقة العملاء و ولاء العملاء للمصرف التجاري السوري.
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.
Artificial intelligence review:
Research summary
هدفت الدراسة إلى التعرف على تأثير الثقة والالتزام على ولاء العملاء للمصرف التجاري السوري في محافظة اللاذقية. اعتمد الباحث على منهجية توزيع 110 استبانة على عينة عشوائية من العملاء، واستخدام برنامج SPSS للتحليل الإحصائي. أظهرت النتائج انخفاض مستوى الالتزام وثقة العملاء، مما أدى إلى انخفاض ولائهم للمصرف. كما وجدت الدراسة علاقة معنوية بين الالتزام والثقة من جهة، وولاء العملاء من جهة أخرى. توصل الباحث إلى أن تعزيز الثقة والالتزام يمكن أن يزيد من ولاء العملاء، وأوصى بضرورة تحسين هذه الجوانب لتحقيق ولاء أكبر للعملاء.
Critical review
دراسة نقدية: تعتبر الدراسة مهمة في تسليط الضوء على عوامل الثقة والالتزام وتأثيرها على ولاء العملاء، إلا أن هناك بعض النقاط التي يمكن تحسينها. أولاً، العينة المستخدمة صغيرة نسبياً، مما قد يؤثر على تعميم النتائج. ثانياً، الدراسة ركزت فقط على محافظة اللاذقية، مما يعني أن النتائج قد لا تكون قابلة للتطبيق على باقي المناطق. ثالثاً، كان من الممكن استخدام أدوات تحليلية أكثر تعقيداً للحصول على نتائج أكثر دقة. وأخيراً، لم تتناول الدراسة العوامل الأخرى التي قد تؤثر على ولاء العملاء مثل جودة الخدمة والتسعير.
Questions related to the research
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ما هو الهدف الرئيسي من الدراسة؟
الهدف الرئيسي هو التعرف على تأثير الثقة والالتزام على ولاء العملاء للمصرف التجاري السوري في محافظة اللاذقية.
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ما هي المنهجية التي اعتمدها الباحث في الدراسة؟
اعتمد الباحث على توزيع 110 استبانة على عينة عشوائية من العملاء واستخدام برنامج SPSS للتحليل الإحصائي.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
توصلت الدراسة إلى أن هناك انخفاض في مستوى الالتزام والثقة لدى العملاء، مما أدى إلى انخفاض ولائهم للمصرف. كما وجدت علاقة معنوية بين الالتزام والثقة من جهة وولاء العملاء من جهة أخرى.
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ما هي التوصيات التي قدمها الباحث لتحسين ولاء العملاء؟
أوصى الباحث بضرورة تعزيز الثقة والالتزام من خلال تحسين جودة الخدمات والوفاء بالوعود المقدمة للعملاء، وكذلك التعامل بشفافية وأمانة.
References used
ALRUBAIEE.L; Al-NAZER,N. Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer's Perspective. International Journal of Marketing Studies, Vol.2, No (1), 2010, P158
FORD.D. Buyer/seller relationships in international industrial markets. Industrial Marketing Management, Vol.13, No (2), 1984,P18
FARRELLY.F, QUESTER.P. Investigating large-scale sponsorship relationships as co-marketing alliances. Business Horizons, Vol.48, 2005, P59
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