تأثير تجربة العميل على نوايا إعادة زيارة المطاعم ذات الجناح العائلي في مدينة بنغازي

المؤلفون

  • أ.عائشة علي أحمد سلامة الاكاديمية الليبية المؤلف
  • د. مريم محمد حسن خالد جامعة بنغازي image/svg+xml المؤلف

DOI:

https://doi.org/10.58987/dujhss.v4i7.224

الكلمات المفتاحية:

تجربة العميل، نوايا إعادة الزيارة، عملاء المطاعم، مدينة بنغازي

الملخص

استهدف البحث معرفة تأثير أبعاد تجربة العميل على نوايا إعادة الزيارة لعملاء المطاعم ذات الجناح العائلي في مدينة بنغازي، ولتحقيق هدف البحث تم الاعتماد على المنهج الوصفي الاستنتاجي، باستخدام الاستبانة لجمع البيانات من عينة من عملاء المطاعم بمدينة بنغازي، وصممت قائمة استقصاء لجمع البيانات وتحليلها، باستخدام الأساليب الإحصائية المناسبة من خلال عينة كرات الثلج، بلغ عدد مفرداتها (384) مفردة من عملاء المطاعم قيد البحث.  وتوصل البحث إلى أن أبعاد تجربة عملاء المطاعم ذات الجناح العائلي بمدينة بنغازي، تؤثر تأثيراً إيجابياً مباشراً على نوايا إعادة زيارة المطعم، وقد خلصت النتائج إلى توفر مستوى مرتفع من تجربة العميل، وقدر متوسط من نوايا إعادة الزيارة من وجهة نظر مفردات عينة البحث، كما أظهرت نتائج التحليل الاحصائي أيضا أن أكثر الأبعاد تأثيراً بُعد التفاعل مع الموظفين، وأن بُعد التفاعل العملاء مع الآخرين هو البُعد الأقل تأثيراً. وفي ضوء هذه النتائج، أوصى البحث بضرورة تركيز المطاعم قيد البحث على أبعاد تجربة العميل في تحسين جودة الطعام والخدمات، والاهتمام بالبيئة الداخلية للمطعم، إلى جانب تفعيل أدوات قياس الرضا ونوايا إعادة الزيارة، مثل استطلاعات الرأي وتحليل تعليقات وشكاوى العملاء عبر وسائل التواصل الاجتماعي، لما لذلك من أثر إيجابي على تعزيز ونوايا إعادة الزيارة.

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التنزيلات

منشور

2026-03-02