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Register a new userImpact of Interactive Marketing Dimensions on Brand Trust For Service Field Study on the Two Syrian Telecommunications Companies in Damascus
أثر أبعاد التسويق التفاعلي في الثقة بالعلامة التجارية للخدمة دراسة ميدانية على شركتي الاتصالات السورية في دمشق
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محمد محمود ناصر( باحث )
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تم التوصل من خلال البحث بشكل رئيس إلى وجود اختلافات جوهرية ذات معنوية بين المتغيرات الديمغرافية لعينة البحث و الثقة بالعلامة التجارية لدى العملاء. كما تم التوصل إلى وجود تأثير فعال ذو دلالة إحصائية بين دور التسويق التفاعلي بأبعاده كافة و الثقة بالعلامة التجارية للخدمة لدى العملاء، كما أوصى البحث بضرورة فهم سلوك العميل و معرفة اتجاهاته و آلية التأثير فيها، و تحويلها إلى دراسات جاهزة يمكن للمسوقين و المستوردين منها في صياغة كافة استراتيجياتهم التسويقية.
The study found significant differences between the demographic variables of the research sample and the confidence of the customers' brand. There was also an effective statistical significance between the role of interactive marketing in all its dimensions and the confidence of the brand to serve customers. The research also recommended understanding the customer's behavior, the direction of the customer and the mechanism of influencing them.
References used
Deighton, J. A. "The Future of Interactive Marketing", Harvard Business Review 74, no. 6 (November - December 1996): 151-160
Laforet, S, 2007, British Grocers Brand Extension in Financial Services, Journal of Product and Brand Management, vol. 16, no. 2
J.E. Hobbs, April 2015, "Consumer confidence in credence attributes: The role of brand trust", Food Policy, Volume 52, Pages 1- 114
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Growing importance of social networking sites in the science of services steadily
as a concept that includes a number of important implications dimensions in the
process of client assessment of the product and the organization together,
especially
in light of the great similarity of the services provided, so that they
increase the organization profits and support their competitiveness and reduce the
need for promotion condenser and a barrier to other organizations, preventing
them from entering the market, and can open up new markets when the
organization growth depends on penetrating new markets, and ensure the
organization and its continuity and improved survival at the end of the mental
image.
The research aims to shed light on the social networking sites, and drew attention
to the communications organizations need to focus on their role in influencing
the mental image.
The search results indicate that social networking sites have a positive impact on
.improving the mental image of the organizations communications.
The research aims to study the impact of e-marketing on customers's satisfactions in the telecommunications sector, through a field study on the customer of MTN and Syriatel in Syria.
The research aims to identify the extent to which the two cellular communication (MTN-SYRIATE) dimensions of the learning organization, and the role of these dimensions identified by the researcher (b scientific method of problem solving, continuous
learning, work teams, empowerment, memory organization) in improving the performance of employees. To achieve the objective of the study questionnaire was designed to collect information from the research sample, where sample consisted of (60) employees working in companies of cellular communication in the city of Damascus. And data were analyzed using the statistical program SPSS. The researcher used the descriptive analytical approach which is based on the study of the phenomenon also exists in reality. After a process of analysis of the study data and assumptions, the study found out that my company owns cellular communication dimensions of the learning organization (the scientific method to solve problems, continuous learning, work teams, enabling the organization's memory) highly. And the existence of a correlation statistically significant differences between the dimensions of the learning organization and improve the performance of employees. And the existence of significant differences between the views of managers and employees about the role of the dimensions of the learning organization in terms of performance improvement managers gave the highest degree of support staff
هدفت الد ا رسة إلى معرفة الآتي:
-1 درجة تطبيق التوجه نحو العملاء في شركات الاتصالات السورية؟
-2 درجة تطبيق التوجه نحو المنافسين في شركات الاتصالات السورية؟
-3 درجة تطبيق التوجه نحو الإبداع في شركات الاتصالات السورية؟
-4 درجة تطبيق التوجه نحو التك
نولوجيا في شركات الاتصالات السورية؟
-5 واقع صنع القرارات في شركات الاتصالات السورية؟
-6 أثر أبعاد التوجه الاستراتيجي على صناعة القرارات في شركات الاتصالات السورية؟
-7 دلالة الفروق في أبعاد التوجه الاستراتيجي وفق متغير المستوى الإداري .
-8 دلالة الفروق في عملية صناعة القرارات وفق متغير المستوى الإداري .
The study aimed to study the relationship between the use of the Syrian mobile
telecommunications companies' customers for social media (Facebook) for marketing
purposes, and their ability to influence customers at each stage of the purchase proces
s,
which includes:: the generation phase of the need, the stage of the search for alternatives,
the stage of evaluating the alternatives, the stage of making the purchase decision, and the
post-purchase phase. In order to achieve this, a main hypothesis was formulated with five
sub-hypotheses. The researcher used the questionnaire technique to collect the data
analyzed using statistical tests, the most important being the one-sample T. test and the
Pearson Correlation test. The researcher has reached several results, the most important of
which is: There is a strong positive correlation between the use of the Syrian mobile
telecommunications companies' customers for social media (Facebook) for marketing
purposes and all stages of the purchase process.
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