أبعاد الكلمة المنطوقة الإلكترونية ودورها في تعزيز إدارة توقعات الزبائن

"دراسة وصفية تحليلية لآراء عينة من العاملين في عدد من فنادق إقليم كردستان العراق"

المؤلفون

  • محمد عبدالرحمن عمر قسم العلوم الادارية، كلية الادارة والاقتصاد، جامعة زاخو، اقليم كردستان العراق- العراق.
  • درمان سليمان صادق قسم إدارة الاعمال، كلية الادارة والاقتصاد، جامعة دهوك، اقليم كردستان العراق- العراق.

DOI:

https://doi.org/10.26436/hjuoz.2023.11.1.1453

الكلمات المفتاحية:

الكلمة المنطوقة، الكلمة المنطوقة الالكترونية، أبعاد الكلمة المنطوقة الالكترونية، توقعات الزبائن، إدارة توقعات الزبائن.

الملخص

يهدف البحث الى تحديد أبعاد الكلمة المنطوقة الإلكترونية ودورها في تعزيز إدارة توقعات الزبائن لدى العاملين في عدد من فنادق اقليم كردستان العراق ، وقدم البحث اطار نظري تناول متغيري الكلمة المنطوقة الإلكترونية كمتغير مستقل والتي تتمثل بابعاده ( مصداقية المعلومات وجودة المعلومات وفائدة المعلومات والموقف تجاه المعلومات) وإدارة توقعات الزبائن كمتغير معتمد ، واطار ميداني من أجل التعرف على طبيعة علاقة الارتباط والتأثير بين الكلمة المنطوقة الإلكترونية كمتغير مستقل وإدارة توقعات الزبائن كمتغير معتمد ، وهذا ما دفع الباحثان الى صياغة عدد من الفرضيات الرئيسية، وتم اختبار هذه الفرضيات من خلال إستخدام مجموعة من الأساليب الاحصائية التحليلية ، وتم توزيع (70) إستمارة على القيادات الإدارية والمخولين في الفنادق المبحوثة وتم استرجع (65) استمارة صالحة للتحليل الاحصائي ، وتوصل البحث الى مجموعة من الاستنتاجات كان أبرزها: تعد e-WOM إحدى إستراتيجيات التسويق الرقمي والتي عن طريقها ستشجع المنظمة زبائنها في نشر الآراء والتعليقات حول خدماتها الفندقية في مختلف القنوات الرقمية. ومن أهم المقترحات التي خرج بها البحث: اهتمام الفنادق المبحوثة بشكل أكبر بتعليقات وأراء الزبائن الحاليين والاستفادة من التعليقات والمعلومات المقدمة من قبلهم للوصول الى حلول ابداعية تساعدها على تقديم من أجل تقديم أفضل الخدمات الفندقية في المستقبل.

المراجع

Abedi ,Ehsan & Davood ,Ghorbanzadeh & Atena , Rahehagh ,2019 , Influence of eWOM information on consumers’ behavioral intentions in mobile social networks Evidence of Iran , Journal of Advances in Management Research , Vol. 17, No. 1, p. 84-109.

Ahmad , Hanandeh & Al-Ghadir ,Hamad & Hanandeh, Raed & Al-Hawaidi Maram ,2019, The Impact Of Electronic Word Of Mouth On Intention To Travel, International Journal of Scientific and Technical Research ,Vol 8, Issue 12.

Ali ,Yusuf Sahabi& Hussin, Ab Razak Che & Halina Mohamed Dahlan, 2019, Electronic Word of Mouth engagement in social commerce platforms: An empirical study, Journal Information Development , p. 1–19.

Ali, Leifu, G& YasirRafiq, M & Hassan, M, 2015 , Role Of Perceived Value, Customer Expectation, Corporate Image And Perceived Service Quality On The Customer Satisfaction, Journal of Applied Business Research, Vol .31, Issue 4 , p.1425-1436.

Bilal, Muhammad &Zeng, Jianqiu & Umair Akram , 2020 , The Role of Motivational Factors for Determining Attitude Towards eWOM in Social Media Context , International Journal of Enterprise Information Systems , Vol. 16 , Issue 2.

Chaffey, Dave & Smith , Paul . R , 2018 , Digital marketing excellence : planning and optimizing your online marketing , 5 Edition. New York, Routledge,

Cheng-Hao Chen& Bang Nguyen& Philipp , Klaus & Meng, Shan Wu , 2016, Exploring Electronic Word- Of-Mouth (Ewom) in the Consumer Purchase Decision making Process: The Case of Online Holidays – Evidence from United Kingdom Consumers, Journal of Travel & Tourism Marketing, Vol. 32, Issue 8 , 953-970.

Chugh, Isha , 2019 , The impact of e-women in online communities, , Journal Of Innovative Research In Computing , Vol .1, Issue . 1.

Erkan, Ismail & Evans ,Chris ,2016, The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption, Computers in Human Behavior, Vol. 61 , p.47-55

Febrian, Angga & Fadly ,Muhtad ,2021, The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture, Binus Business Review, Vol 12, Issue 1 , 41-51.

Franco , Mara & Meneses, Raque ,2020 , The Influence of Culture in Customers’ Expectations about the Hotel Service in Latin Countries with Different Human Development Levels, European Journal of Tourism Hospitality and Recreation, Vol .10, Issue 1 , p. 56-73.

Franco, Mara José. Sousa , 2018 ,Customer Expectations on Services: A Cross-Cultural Perspective in Latin European and Latin American Countries Doctoral Thesis in Business and Management, Marketing and Strategy , Universidade do Porto.

Ghorbanzadeh, Ehsan Abedi, Davood & Rahehagh, Atena, 2020, Influence of eWOM information on consumers’ behavioral intentions in mobile social networks Evidence of Iran , Journal of Advances in Management Research , Vol. 17 No. 1p. 84-109.

Haseki, Murat Ismet ,2013 , Customer Expectations in Mall Restaurants: A Case Study , International Journal of Business and Society, Vol. 14 No. 1, p.41 – 60.

Ismagilova, Elvira & Emma , L Slade & Nripendra , P. Rana & Yogesh K. Dwivedi, 2020 ,The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis, Information Systems Frontiers, Vol.22, Issue7.

Kosiba, John Paul & Acheampong, A. & Adeola , O & Hinson, R. E. , 2020, The moderating role of demographic variables on customer expectations in airport retail patronage intentions of travelers , Journal of Retailing and Consumer Services, Vol .54.

Krishnamurthy, Anup & Kumar, S. Ramesh , 2018 , Electronic word-of-mouth and the brand image: Exploring the moderating role of involvement through a consumer expectations lens, Journal of Retailing and Consumer Services , Vol .43 , Issue 1 , p.7-31.

Manqele, Mxolisi .Bongumusa , 2021, Using consumer behaviour theories to analyse the relationship between green technology and customer expectations , Submitted fulfilment of the requirements of the degree of Master of Management Sciences in Public Management, Durban University of Technology, Durban, South Africa.

Martinez ,Torres & S. Toral& Olmedilla, M & Marquez ,F. J. Arenas ,2017 , Features of Reputed Users in eWOM Using Evolutionary Computation , 9th International Conference on Developments in e -Systems Engineering.

Matute , Jorge & Yolanda, Polo-Redondo& Utrillas, Ana, 2019, The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness , Emerald Online Information Review, Vol 40, Issue 7 , p1090-1110.

Nechoud, L , Ghidouche, F & Seraphin, H , 2021, The influence of eWOM credibility on visit intention: An integrative moderated mediation model. Journal of Tourism, Heritage & Marketing, Vol. 7, Issue. 1, p. 54-63.

Overby, Jeffrey & Assouad, Alexander , 2019 , The Impact of Culture on Customer Expectations , Journal of Management Policy and Practice, Vol.17 , Issue 2 , P.19-32.

Reingoldt , Topi ,2022, Customer expectation management in new business sales , Master’s thesis , University of Europe for Applied Sciences .

Rifki, Rahmanda. Putra & Nawawi, Dede. Akhmad & Mentari Batami & Andi Syahputra , 2022, Effect of E-WOM on online travel agent buying decisions Effect of E-WOM on online travel agent buying decisions , Universe Journal, Vol.14 , No. 1.

Roosa ,Maria. Manninen ,2018 ,Value co-creation in software as a service industry: Realizing customer value expectations, Master’s Programme in International Marketing Management ، Lappeenranta University of Technology, School of Business and Management.

Rosario, Ana Babić & Kristine ,de Valck & Francesca ,Sotgiu , 2020, Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation , Journal of the Academy of Marketing Science , Vol 48, p.422–448.

Rusdin , Rusdin & Yuwono, Wisnu , 2022, Analysis of E-WOM Impact, Attitude, and Quality of Information on Purchase Intent and Trust as Nested Variables in Batam City Using E-Commerce , Journal Scientific, (Management, Economics, and Accounting) ,Vol. 6, No. 1.

Salla, Abrahamsson, 2015, Determination of potential value drivers by identifying customer expectations and perceived value, Master’s Degree, Programme in International Marketing Management, LUT School of Business and Management.

Shankara, Amit & Charles , Jebarajakirthy & Ashaduzzaman ,Md, 2020, How do electronic word of mouth practices contribute to mobile banking Adoption, Journal of Retailing and Consumer Services ,Vol .52 , p.1-14.

Suvittawat ,Adisak ,2022 , The influence of customer expectations, customer loyalty, customer satisfaction and customer brand loyalty on customer purchasing intentions: A case study of K-POP fans in Thailand , African Journal of Business Management, Vol. 16, Issue 1, p. 1-9 .

Tajuddin ,Uwais Nor Rifhan Ahmad & Lailatu, Faizah Abu Hassan & Abdul Kadir Othman & Norfadzilah Abdul Razak , 2020, Electronic Word-of-Mouth (E-WOM), Brand Image and Consumer Purchase Intention on Healthcare Products , Journal of Accounting Research, Organization and Economics, Vol. 3 , Issue 1, p. 73-83 .

Tsao, Wen-Chin &Hsieh , Ming-Tsang , 2015, eWOM persuasiveness: do eWOM platforms and product type matter , Electronic Commerce Research Vol. 15, p 509–541.

Uzunkaya , Tugba , 2020, Relationship between the customer expectations from websites' performance and e-wom: a study on sport shoes brands, Journal of Business and Management, Vol.7 , No 2, p.80-94.

Verma, Deepak & Prem ,Prakash Dewani &Abhishek, Behl &Vijay,Pereira & Yogesh ,Dwivedi & Manilo,Del Giudice ,2023, A meta-analysis of antecedents and consequences of eWOM credibility: Investigation of moderating role of culture and platform type , Journal of Business Research, Vo 154.

Waris, Idrees & Stafford ,Jude Jonathan & D'costa, Irfan Hameed ,2021, Estimation of consumers’ purchase intention through Electronic Word of Mouth: A partial least square-structural equation modeling approach KASBIT Business Journal, Vol. 14, No 1, p. 1-22 .

Yulia, Gusti & Ayu Artisca & Ekawati, Ni Wayan , 2021, The Role of Brand Image Mediates the Influence of Credibility of Celebrity Endorser and EWOM on Customer Loyalty in Shopping at the Shopee Marketplace , International Journal of Economics and Management, Vol. 8, Issue 1, p.13-22.

Yusuf, Ali Sahabi& Razak, Che Hussin& Abdelsalam H. Busalim, 2018, "Influence of e-WOM engagement on consumer purchase intention in social commerce", Journal of Services Marketing, Vol. 32, Issue 4, p. 493–504.

Zainuddin, Muhammad& Sulhaini , Akhmad .Sauf ,2022, The Effect of E-WOM, Health Awareness, and Perceived Risks on Visiting Decisions in the Era of the Covid-19 Pandemic , International Journal of Multicultural and Multireligious Understanding , Vol.9 , No. 2.

Zeleke , Fantaye. Kassaw , 2021, Customer’s Expectations and Perceptions of Service Quality The Case of Commercial Bank of Ethiopia Addis Ababa Branch”, Master Thesis ,Graduate School, Addis Ababa, University of Mary.

Zhao, Yang & Lin ,Wanga & Huijie, Tangb& Yaming, Zhanga ,2020 , Electronic word-of-mouth and consumer purchase intentions in social ecommerce, Electronic Commerce Research and Applications , Vol. 41.

التنزيلات

منشور

2023-03-30

كيفية الاقتباس

عمر م., & صادق د. (2023). أبعاد الكلمة المنطوقة الإلكترونية ودورها في تعزيز إدارة توقعات الزبائن: "دراسة وصفية تحليلية لآراء عينة من العاملين في عدد من فنادق إقليم كردستان العراق". مجلة العلوم الانسانیة لجامعة زاخو, 11(1), 175–184. https://doi.org/10.26436/hjuoz.2023.11.1.1453

إصدار

القسم

مجلة العلوم الانسانیة لجامعة زاخو