Mediating brand evangelism in the relationship between brand relations and service quality and customer loyalty, satisfaction, value case study in the telecommunications sector in Egypt

نوع المستند : المقالة الأصلية

المؤلفون

1 المعهد العالي للتسويق والتجارة ونظم المعلومات بالتجمع الأول

2 Higher Institute of Commercial Sciences, El-Mahalla, Egypt

3 Faculty of Business Administration, Delta University for Science and Technology, Gamasa ,11152, Egypt

المستخلص

The search target determines the Mediating brand evangelism in the relationship between brand relations and service quality and customer loyalty, satisfaction, value in the telecommunications sector in Egypt and the study relied on the descriptive analytical approach and used the electronic questionnaire form as a tool for the study through a simple random sample of clients with telecom companies in Egypt. The number of the study sample was 202 individuals. The study reached a set of results, including There is a statistically significant positive impact of brand evangelism as a mediating variable on the relationship between brand relations and service quality, customer loyalty and customer satisfaction and customer value
Study recommended Work to raise the awareness of organizations and institutions about the need to take care of the brand, improve it, develop it, and maintain its quality, the need for institutions to work on using modern methods in marketing and linking them to technological progress, the need to pay attention to the consumer and identify the needs of customers and work to meet them with the highest possible quality and efficiency, Working to increase consumers’ awareness of the importance of dealing with trusted and efficient brands and Encouraging researchers to increase research and studies on the impact of the brand on consumer behavior and levels of satisfaction and loyalty

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