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Register a new userدور التسويق بالعلاقات في زيادة درجة رضا العملاء "دراسة ميدانية على شركات التأمين الخاصة في الساحل السوري"
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Tishreen University رسالة ماجستير
Publication date
2011
fields
Business Management
and research's language is
العربية
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Shamra Editor
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يعتبر التسويق بالعلاقات من المفاهيم الجديدة والحديثة التي طرأت على علم التسويق، ويعدّ تحولاً هاماً في المفهوم التسويقي. وبتالي يهدف هذا البحث، بالدرجة الأولى، إلى معرفة الدور الذي يلعبه التسويق بالعلاقات في زيادة درجة رضا العملاء، ومحاولة معرفة أثر بعض العوامل الديموغرافية على كل من تطبيق مفهوم التسويق بالعلاقات، ودرجة الرضا عند عملاء شركات التأمين الخاصة في الساحل السوري. بالإضافة إلى معرفة واكتشاف التباين بين عناصر التسويق بالعلاقات في تأثيرها على رضا العملاء في الشركات محل الدراسة. وقد أجريت هذه الدراسة بالتطبيق على شركات التأمين الخاصة في الساحل السوري إذ بلغ عدد الشركات 11 شركة، وتمّ اختيار عيّنة عشوائية مؤلفة من 330 عميل من عملاء هذه الشركات، وتمّ الاعتماد على الاستبيان أداة رئيسة لجمع البيانات المطلوبة، وعلى المنهج الوصفي التحليلي منهجاً للدراسة. وكان من أبرز النتائج التي توصلت لها هذه الدراسة، التأكيد على أنه توجد علاقة ذات دلالة إحصائية بين مفهوم التسويق بالعلاقات ودرجة رضا العملاء، وأن تطبيق مفهوم التسويق بالعلاقات يلعب دوراً مهماً في زيادة درجة رضا العملاء. لا يوجد هناك أثر ذو دلالة إحصائية لكل من المتغيرات الديموغرافية التالية (الجنس، العمر، المستوى التعليمي، الدخل، صفة العمل الذي يقوم به العميل) على كل من تطبيق مفهوم التسويق بالعلاقات، و درجة رضا العملاء. وأنه توجد هناك فروق ذات دلالة إحصائية بين عناصر مفهوم التسويق بالعلاقات في تأثيرها على درجة رضا العملاء.
No English abstract
References used
Adjei,M.T, Clark,M.N. 2010, Relationship marketing in A B2C context: The moderating role of personality traits. Journal of Retailing and Consumer Services, Vol.17, pp 73–79
Adjei,M.T, Griffith,D.A, Noble,S.M. 2009, When Do Relationships Pay Off for Small Retailers? Exploring Targets and Contexts to Understand the Value Targets and Contexts to Understand the Value. Journal of Retailing, Vol.85, pp 493–501
Ahmad.A, Rehman.K, Saif.I, Safwan.N. 2010, An empirical investigation of Islamic banking in Pakistan based on perception of service quality, African Journal of Business Management, Vol. 4, No (6), pp1185-1193
Alrubaiee.L, Al-Naze.N. 2010, Investigate the Impact of Relationship Marketing Orientation on Customer Loyalty: The Customer's Perspective. International Journal of Marketing Studies, Vol.2, No (1), pp 155-174.
Anderson,E.W. 1998, Customer satisfaction and word of mouth. Journal of Service Research, Vol.1, pp 5-17.
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