التسويق الفكاهي وتأثيره في تحقيق رفاهية الزبائن من خلال تعزيز جودة التواصل الاجتماعي دراسة استطلاعية لآراء عينة من زبائن شركات الاتصالات المتنقلة في العراق

المؤلفون

  • حاكم جبوري * جامعة الكوفة
    hakimi_68@yahoo.com
  • عمار زوين جامعة الكوفة
  • ليث علي جامعة الكوفة

DOI:

https://doi.org/10.36394/jhss/16/1B/3

الكلمات المفتاحية:

التسـويق الفكاهـي، جودة التواصل الإجتماعي، رفاهية الزبائن، شركات الإتصالات المتقلة العراقية

الملخص

يسعى البحث الحالي إلى تحليل واستكشاف طبيعة العلاقة بين التسويق الفكاهي وجودة التواصل الاجتماعي ورفاهية الزبائن. إذ تتمثل مشكلة البحث في الاهتمام المحدود للتسويق الفكاهي وتأثيره في رفاهية الزبون من خلال جودة العلاقات الاجتماعية. لذا وضع الباحثون فرضيتين لاختبار وقياس مستوى العلاقة بين متغيرات البحث، عن طريق استطلاع آراء زبائن شركات الاتصالات المتنقلة في العراق، والذين تم تمثليهم بعدد من أساتذة جامعة الكوفة، وتحقيقاً لذلك وزع الباحثون باستخدام طريقة العينة العشوائية البسيطة (450) استبانة استرجع منها (365) استبانة وبمعدل استجابة بلغ (81%)، ومن بين الاستبانات المسترجعة بلغ عدد الاستبانات الصالحة للتحليل الإحصائي (352) استبانة وبمعدل (96%)، وبعد إجراء عدد من الإختبارات الإحصائية بإستخدام برنامج SPSS v.22، أظهرت النتائج وجود نوعين من العلاقات بين متغيرات البحث أحداهما علاقة تأثير مباشرة بين التسويق الفكاهي ورفاهية الزبائن، والأخرى علاقة تأثير غير مباشرة بين التسويق الفكاهي ورفاهية الزبائن من خلال جودة التواصل الاجتماعي، وفي ضوء هذه النتائج تم وضع عدد من الاستنتاجات والتوصيات.

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منشور

2022-01-31