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Register a new userThe impact of digital marketing on the perceived value of the customer "An applied study on the customers of Egyptian Airlines"
أثر التسويق الرقمي على القيمة المدرکة للعميل "دراسة تطبيقية على عملاء الخطوط الجوية المصرية"
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جامعة كفر الشيخ مقالة
Publication date
2020
fields
Economy
and research's language is
العربية
Created by
Shamra Editor
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تهدف الدراسة إلى ابراز دور التسويق الرقمي في التأثير على القيمة المدرکة لعملاء الخطوط الجوية المصرية، ومدي اختلاف الآراء في تفضيل أدوات التسويق الرقمي والقيمة المدرکة باختلاف الشرکة الناقلة وهوية العميل، استخدم الباحث المنهج الوصفي التحليلي وأُخذت عينة مکونة من 384 مفردة جُمعت منها البيانات وتم تحليلها بواسطة برنامج SPSS، توصلت الدراسة إلى عدد من النتائج أهمها أنه: يوجد ارتباط دال بين الأبعاد الرئيسية للتسويق الرقمي والقيمة المدرکة للعملاء، يوجد تأثير دال للأبعاد الرئيسية للتسويق الرقمي في القيمة المدرکة للعملاء، لا توجد فروق دالة في تفضيل أدوات التسويق الرقمي باختلاف الشرکة الناقلة في حين أنه توجد تلک الفروق باختلاف هوية العميل، توجد فروق دالة في القيمة المدرکة لعملاء الخطوط الجوية المصرية باختلاف الشرکة الناقلة کما توجد ذات الفروق باختلاف هوية العميل عبر بعدي القيمة العاطفية والوظيفية. وأوصت الدراسة بضرورة: الاهتمام بأبعاد التسويق الرقمي (الجذب، الاستغراق، الاحتفاظ، التعلم، والتواصل)، والحفاظ على أدواتها الرقمية (التسويق عبر الموقع الالکتروني، التسويق عبر مواقع التواصل الاجتماعي، البريد الالکتروني، والتسويق عبر الهاتف).
The study aims to highlight the role of digital marketing in influencing the perceived value of Egyptian Airlines customers, and the extent of differing opinions in the preference of digital marketing tools and the perceived value according to the difference of the carrier and the identity of the customer. The SPSS program, the study found a number of results, the most important of which are that: There is a significant correlation between the main dimensions of digital marketing and the perceived value of customers, there is a significant effect of the main dimensions of digital marketing on the perceived value of customers, there are no significant differences in the preference for digital marketing tools according to the different carrier, while That there are these differences according to the identity of the customer, there are significant differences in the perceived value of Egyptian Airlines customers according to the carrier company, and the same differences exist according to the identity of the customer across the emotional and functional value dimensions. The study recommended the necessity of: Paying attention to the dimensions of digital marketing (attraction, engagement, retention, learning, and communication), and maintaining its digital tools (website marketing, social media marketing, e-mail, and telemarketing).
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