دور تمکين العميل في تنمية قيمته للشرکة من خلال توسيط جودة العلاقة: دراسة تطبيقية على عملاء شرکات الاتصالات الخلوية في سوريا

نوع المستند : بحوث باللغة العربیة

المؤلفون

کلية التجارة، جامعة عين شمس، جمهورية مصر العربية

المستخلص

يهدف البحث إلى تقديم رؤية توضـح دور تمکيـن العميل في تنمية قيمة العميل من خلال توسيط جودة العلاقة، وذلک بُغية مساعدة شرکات الأعمال على تبنِّي وتفعيل نهج تمکيـن العميل، بما يساهم في تعزيـز جودة علاقة المنظمة بعملائها وتنمية القيمة التـي يضيفها العميل للمنظمة.
تکوَّن مجتمع البحث من جميع عملاء شرکات الاتصالات الخلوية في سوريا (Syriatel، MTN)، وتم الاعتماد على أسلوب العينة الاعتـراضية (عينة متـرددين) في فروع الشرکتيـن، حيث تمّ توزيع (384) استبيانًا بلغ عدد القوائم الصالحة للتحليل (331) بنسبة استجابة 86%، تمت معالجتها باستخدام البـرامج الإحصائية التـي تتلاءم وأهداف البحث.
بيَّنت النتائج التـي خَلُص إليها البحث وجود تأثيـر معنوي طردي لتمکيـن العميل بأبعاده الأربعة (التأثيـر، المعنى، حـرية الاختيار، الفاعلية الذاتية) - مرتّبة حسب أهميتها - على جودة علاقة العميل بالمنظمة مقدِّمة الخدمة، ووجود تأثيـر معنوي طردي لجودة العلاقة ببُعديها (الرضا، والثقة) - مرتّبة حسب أهميتها - على القيمة التـي يضيفها العميل للشرکة، بالإضافة إلى وجود تأثيـر معنوي طردي لتمکيـن العميل بأبعاده الأربعة (التأثيـر، المعنى، حـرية الاختيار، الفاعلية الذاتية) - مرتّبة حسب أهميتها - على قيمة العميل، ووجود تأثيـر معنوي لجودة العلاقة کمتغيـر وسيط على العلاقة بيـن تمکيـن العميل وقيمة العميل.

الكلمات الرئيسية

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