Effect of Sensory Brand in Enhancing the Customer Experience
| المصدر: | مجلة القادسية للعلوم الإدارية والاقتصادية |
|---|---|
| الناشر: | جامعة القادسية - كلية الادارة والاقتصاد |
| المؤلف الرئيسي: | Hassoni, Atheer Abdul Ameer (Author) |
| مؤلفين آخرين: | Hadi, Bushra Habib (Co-Author) |
| المجلد/العدد: | مج23, ع3 |
| محكمة: | نعم |
| الدولة: |
العراق |
| التاريخ الميلادي: |
2021
|
| الصفحات: | 1 - 12 |
| ISSN: |
1816-9171 |
| رقم MD: | 1235076 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Sensory Brand | Customer Experience | Vision | Touch | Interaction with Service | Emotional Experience
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
The current research seeks to identify the effect of the sensory brand as an independent variable across its dimensions (vision, touch, hearing, smell, taste) on the customer experience as a dependent variable across its dimensions (Interaction with service, emotional experience, social experience, product experience, physical environment) in fast food restaurants in the middle Euphrates region, and the research problem was the possibility of explaining the relationship between the sensory brand and the customer experience, the research sample included (537) customers of fast food restaurants, and the descriptive analytical approach was adopted in the research, and then analyzed by adopting some statistical methods such as (arithmetic mean, standard deviation, linear correlation coefficient, simple and multiple regression coefficient) and to test the scale was employed (alpha Cronbach, factor analysis). The results were reached using a statistical program such as (spss.v.24) and a program (Amos.v.24) to analyze data to reach conclusions, the most prominent of which was the existence of a correlation and impact relationship between the sensory brand and the customer experience and based on the conclusions reached. |
|---|---|
| ISSN: |
1816-9171 |
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