إإطار مقترح للعلاقة بين إدراک العميل للإبداعية وسلوک التوصية (بالتطبيق علي عملاء مطاعم الوجبات السريعة بمدينة المنصورة) (بالتطبيق علي عملاء مطاعم الوجبات السريعة بمدينة المنصورة)

نوع المستند : المقالة الأصلية

المؤلفون

کلية التجارة - جامعة المنصورة

المستخلص

 
ملخص البحث
    هدفت تلک الدراسة بحث دور ادراک العميل للابداعية علي سلوک التوصية من خلال التطبيق علي عملاء مطاعم الوجبات السريعة بمدينة المنصورة باستخدام نمذجة المعادلة الهيکلية  Structural Equation Modeling (SEM) بالاعتماد علي برنامج WarpPls.7 من خلال جمع عينة قوامها 389 مفردة،  وتوصلت نتائج الدراسة الي وجود تأثير معنوي ايجابي لإدراک العميل للأبداعية علي سلوک التوصية للمطعم.
Abstract
    This study aimed to investigate the role of the customer’s perception of innovativeness on the referral behavior by applying it to the customers of fast food restaurants in Mansoura using Structural Equation Modeling (SEM) based on the WarpPls.7 program by collecting a sample of 389 single, and the results of the study concluded that there is a positive significant effect of the customer's perception of innovativeness on the referral behavior to the restaurant.

الموضوعات الرئيسية


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