العلاقة بين تمکين العميل والسلوکيات المؤيدة للعلامة دراسة تطبيقية علي مشجعي ناديي الأهلي والزمالک

علي حسن, عبد العزيز; محمد السيد السطوحي, أحمد; علي الشبراوي, أميرة

doi:10.21608/alat.2021.186927

العلاقة بين تمکين العميل والسلوکيات المؤيدة للعلامة دراسة تطبيقية علي مشجعي ناديي الأهلي والزمالک

نوع المستند : المقالة الأصلية

المؤلفون

¹ کلية التجارة - جامعة المنصورة

² کلية التجارة -جامعة المنصورة

10.21608/alat.2021.186927

المستخلص

ملخص البحث:
            يهدف هذا البحث إلي قياس تأثير بعدي تمکين العميل (التمکين المعلوماتى، والسيطرة المدرکة) على أبعاد السلوکيات المؤيدة للعلامة (نية الإستمرار فى تشجيع النادي، والإشارات الإيجابية للعلامة، والإشارات السلبية للعلامات المنافسة)، لمشجعي ناديي الأهلي والزمالک. وقد بلغ حجم العينة 744 مفردة وتم تم جمع البيانات باستخدام الاستقصاء عبر الإنترنت Online Survey والذي تم تصميمه علي محرک بحث Google Drive. وتم استخدام أسلوب تحليل المسار لاختبار فروض الدراسة عن طريق برنامج (Warp PLS.7)، وأظهرت النتائج وجود تأثير إيجابي معنوى للتمکين المعلوماتى علي أبعاد السلوکيات المؤيدة للعلامة (نية الإستمرار في تشجيع النادي، والإشارات الإيجابية للعلامة، والإشارات للعلامة المنافسة)، بالإضافة إلى وجود تأثير إيجابي للسيطرة المدرکة على کل من الإشارات الإيجابية للعلامة والإشارات للعلامة المنافسة فى حين لا يوجد تأثير للسيطرة المدرکة على نية الإستمرار في تشجيع النادي. کما أظهرت نتائج الدراسة إلى وجود فروق معنوية بين آراء مشجعي ناديي الأهلى والزمالک فيما يتعلق بتأثير تمکين العميل علي السلوکيات المؤيدة للعلامة ويزداد هذا التأثير بين مشجعى نادي الأهلى.
Abstract:
         This research aimed to measure the impact of customer empowerment dimensions named informational empowerment and perceived control on brand evangelism dimensions which are intention to purchase the brand, positive brand referral and oppositional brand referral. Data were collected from 744 Al-Ahly and Zamalek fans in Egypt. Path analysis is employed to test the research hypotheses using Warp PLS version 7.
        The research findings showed that informational empowerment significantly impacted brand evangelism dimensions (intentions to purchase, positive brand referral, and oppositional brand referral). Also, perceived control significantly effects on positive brand referral and oppositional brand referral but there was no effect of perceived control on intentions to purchase. Moreover, the results indicated that there are significant differences between the opinions of Al-Ahly and Zamalek fans regarding the relationship between customer empowerment and brand evangelism.

الكلمات الرئيسية

الموضوعات الرئيسية

مجالات العلوم التجارية وهى فروع الإدارة والمحاسبة والاقتصاد والعلوم السياسية والإحصاء التطبيقي والتأمين

المراجع

المراجع

أولاً: المراجع العربية:

حسن، عبد العزيز علي. (2013) العلاقة بين المزايا المدرکة للفيسبوک والارتباط الإلکتروني للعميل وأثره على نية إعادة الشراء دراسة تطبيقية على مستخدمي الفيسبوک في جمهورية مصر العربية، مجلة أدارة الأعمال المصرية، ع. 4.

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