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Register a new userThe role of salesman in achieving client loyalty A survey study on pharmacies in Homs governorate
دور رجل البيع على تحقيق ولاء العملاء دراسة مسحية على الصيدليات في محافظة حمص
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يهدف البحث لدراسة دور رجل البيع ببعديه ( قيم و أخلاق و سلوك, مهارة و كفاءة بيعية ) في تحقيق ولاء العملاء. و لتحقيق ذلك تم تطوير استبانة, حيث تم اجراء مقابلات شخصية مع الصيادلة, و قد استخدم الباحث المنهج الوصفي في جمع البيانات.
This research aims to study the role of salesman within two dimensions (ethics, manners, behaviors, and skills, efficiency of selling) in achieving client loyalty. To do this, a questionnaire was developed, and interviews were done with pharmacists, researcher used descriptive approach in data collection.
Artificial intelligence review:
Research summary
تهدف هذه الدراسة إلى استكشاف دور رجل البيع في تحقيق ولاء العملاء من خلال التركيز على بعدين رئيسيين: القيم والأخلاق والسلوك، والمهارة والكفاءة البيعية. تم تطوير استبانة وإجراء مقابلات شخصية مع الصيادلة في محافظة حمص لجمع البيانات باستخدام المنهج الوصفي. توصلت الدراسة إلى وجود علاقة إيجابية بين المتغيرات المستقلة (القيم والأخلاق والسلوك، المهارة والكفاءة البيعية) والمتغير التابع (ولاء العملاء)، حيث بلغت قيمة معامل الارتباط 78% ومعامل التحديد 61%. أوصت الدراسة بضرورة الاهتمام المستمر بأخلاق رجال البيع وسلوكهم، وتدريبهم للوصول إلى رجال بيع أكفاء، وفتح منافذ توزيع مباشرة من المنتج إلى العميل.
Critical review
دراسة نقدية: على الرغم من أن الدراسة قدمت رؤى قيمة حول دور رجل البيع في تحقيق ولاء العملاء، إلا أنها ركزت بشكل كبير على بعض الأبعاد فقط مثل القيم والأخلاق والمهارة البيعية، متجاهلة عوامل أخرى قد تكون مؤثرة مثل البيئة التنافسية، والتسعير، وجودة المنتجات. كما أن العينة المستخدمة كانت محدودة بـ 31 صيدلي فقط، مما قد يؤثر على تعميم النتائج. كان من الأفضل توسيع نطاق الدراسة لتشمل عينات أكبر ومتنوعة من مناطق مختلفة للحصول على نتائج أكثر شمولية ودقة.
Questions related to the research
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ما هي الأبعاد الرئيسية التي ركزت عليها الدراسة في دور رجل البيع؟
ركزت الدراسة على بعدين رئيسيين: القيم والأخلاق والسلوك، والمهارة والكفاءة البيعية.
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ما هي نسبة معامل الارتباط بين المتغيرات المستقلة والمتغير التابع في الدراسة؟
بلغت نسبة معامل الارتباط 78%.
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ما هي التوصيات الرئيسية التي قدمتها الدراسة؟
أوصت الدراسة بضرورة الاهتمام المستمر بأخلاق رجال البيع وسلوكهم، وتدريبهم للوصول إلى رجال بيع أكفاء، وفتح منافذ توزيع مباشرة من المنتج إلى العميل.
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ما هي المنهجية التي استخدمها الباحث في جمع البيانات؟
استخدم الباحث المنهج الوصفي في جمع البيانات من خلال استبانة ومقابلات شخصية مع الصيادلة.
References used
AZIM,A; HUSSAIN,A; MUHAMMAD,A2013 the effect of sales person trust, and commitment on customer loyalty, International review of management and business research, vol. 4. 188
BANDYOPADHYAY,S; MARTELL,M2007 does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study, Journal of retailing and consumer services, vol.14. 35-44
BACKSROM,L2008 Personal selling and relationships, A review and explorative essay, Luleå University of Technology, Vol.64. 08
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