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The impact of offers in mobile networks in building image ى A field study on SYRIATEL network

أثر العروض المقدمة في شبكات الهاتف المحمول في بناء الصورة الذهنية دراسة ميدانية على شبكة SYRIATEL

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 Publication date 2017
and research's language is العربية
 Created by Shamra Editor




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The aim of this research is to study the impact of offers on Syriatel network (as a marketing innovation) in building the image of its customers. The researcher distributed 210 questionnaires to syriatel users, 194 of which were valid for the analysis, (92.4%) which is good for the study.


Artificial intelligence review:
Research summary
تهدف هذه الدراسة إلى تحليل تأثير العروض المقدمة من شبكة Syriatel على بناء الصورة الذهنية لدى عملائها. تم توزيع 210 استبيان على مستخدمي الشبكة، وتم استرداد 194 استبيان صالح للتحليل بنسبة 92.4%. أظهرت النتائج أن الطلاب في المراحل الثانوية والجامعية هم الأكثر اهتماماً بالعروض، وأن الشريحة العمرية الأقل من 26 سنة هي الأكثر اهتماماً. كما تبين وجود علاقة ارتباط معنوية بين العروض والصورة الذهنية، حيث أن العروض الموجهة لشريحة معينة مثل عرض الصبايا لها تأثير كبير، بينما العروض العامة في المناسبات والأعياد لها تأثير ضعيف أو سلبي بسبب الضغط على الشبكة. كما أظهرت الدراسة وجود فروق جوهرية في استجابات المستخدمين تعزى للعمر والمستوى التعليمي، بينما لم توجد فروق تعزى للجنس.
Critical review
تقدم الدراسة تحليلاً شاملاً ومفصلاً حول تأثير العروض التسويقية على الصورة الذهنية، ولكن يمكن ملاحظة بعض النقاط التي قد تحتاج إلى تحسين. أولاً، الاعتماد الكبير على الاستبيانات قد يؤدي إلى تحيز في النتائج، حيث أن الاستبيانات قد لا تعكس دائماً الواقع بدقة. ثانياً، الدراسة تركز بشكل كبير على الفئات العمرية الشابة والطلاب، مما قد يجعل النتائج غير قابلة للتعميم على جميع فئات المجتمع. ثالثاً، لم تتناول الدراسة بشكل كافٍ تأثير العوامل الخارجية مثل المنافسة من الشركات الأخرى أو الظروف الاقتصادية على الصورة الذهنية. وأخيراً، كان من الممكن أن تكون هناك توصيات أكثر تفصيلاً حول كيفية تحسين العروض لتجنب الضغط على الشبكة وتحسين الصورة الذهنية بشكل عام.
Questions related to the research
  1. ما هي الفئات العمرية الأكثر اهتماماً بالعروض المقدمة من شبكة Syriatel؟

    الفئات العمرية الأقل من 26 سنة هي الأكثر اهتماماً بالعروض المقدمة من شبكة Syriatel.

  2. هل توجد فروق جوهرية في استجابات المستخدمين للعروض والصورة الذهنية تعزى للجنس؟

    لا، لم توجد فروق ذات دلالة معنوية في استجابات المستخدمين للعروض والصورة الذهنية تعزى للجنس.

  3. ما هو تأثير العروض العامة في المناسبات والأعياد على الصورة الذهنية؟

    العروض العامة في المناسبات والأعياد لها تأثير ضعيف أو سلبي على الصورة الذهنية بسبب الضغط على الشبكة.

  4. ما هي التوصيات المقدمة لتحسين العروض المقدمة من شبكة Syriatel؟

    التوصيات تشمل التركيز على العروض المقدمة لفئة محددة، حل مشكلة الضغط على الشبكة، تعريف العملاء بالأرقام الخاصة للعروض المجانية، وزيادة العروض لتحقيق التفوق على المنافسين.


References used
Jutiporn Trakolsri, 2003, Consumer Perceptions Of The Corporate Image: A Case Study Of Amornphant Villa",Master, University Of The Thai Chamber Of Commerce
Muhammad Sabbir Rahman,2012, Service Quality,Corporate Image And Customer's Satisfaction Towards Customers Perception: An Exploratory Study On Telecom Customers In Bangladesh, Business Intelligence, Journal-January,Vol.5,No.1
DTI, , 1994, Innovation - Your Move, London, U.K: Department of Trade and Industry,P124
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