Abstract
Abstract
The current research seeks to verify the role of building customer relations in creative marketing, and the research problem was represented in the following question (Is it possible to enhance creative marketing by building quality customer relations in the surveyed city) and highlights the importance of research in directing the management of tourist cities to strive towards achieving real loyalty that can From competition under the current conditions, as the research was applied to a sample of workers in the city of Imam Hussein (peace be upon him) for visitors in Karbala, and (86) forms were distributed to workers in that city, and the formulation of the questionnaire was relied on standards from previous studies, The research used a set of statistical tools available in 17 v. SPSS to verify the hypotheses, including (arithmetic mean, standard deviation, alpha Cronbach) and the research reached a set of conclusions, the most important of which was the presence of a significant effect of customer loyalty on creative marketing in the surveyed city. The customer by going towards managing the relationship with the customer and establishing long relationships with him in order to preserve him, discover his needs and desires, respond to customers’ requests and inform them of the dates of completion of services.
The current research seeks to verify the role of building customer relations in creative marketing, and the research problem was represented in the following question (Is it possible to enhance creative marketing by building quality customer relations in the surveyed city) and highlights the importance of research in directing the management of tourist cities to strive towards achieving real loyalty that can From competition under the current conditions, as the research was applied to a sample of workers in the city of Imam Hussein (peace be upon him) for visitors in Karbala, and (86) forms were distributed to workers in that city, and the formulation of the questionnaire was relied on standards from previous studies, The research used a set of statistical tools available in 17 v. SPSS to verify the hypotheses, including (arithmetic mean, standard deviation, alpha Cronbach) and the research reached a set of conclusions, the most important of which was the presence of a significant effect of customer loyalty on creative marketing in the surveyed city. The customer by going towards managing the relationship with the customer and establishing long relationships with him in order to preserve him, discover his needs and desires, respond to customers’ requests and inform them of the dates of completion of services.
Keywords
Creative Marketing
Imam Al-Hussein City
Key Words: Building Customer Relationships
Abstract
يسعى البحث الحالي للتحقق من تأثير بناء علاقات الزبون في التسويق الابداعي، وتمثلت مشكلة البحث في التساؤول الاتي (هل يمكن تعزيز التسويق الابداعي بناء علاقات الزبون ذات الجودة في المدينة المبحوثة) وتبرز اهمية البحث في توجيه ادارة المدن السياحية للسعي نحو تحقيق ولاء حقيقي يمًكنها من المنافسة في ظل الظروف الراهنة , اذ طبق البحث على عينة من العاملين في مدينة الامام الحسين(عليه السلام) للزائرين في كربلاء, ووزعت (86) استمارة على العاملين في تلك المدينة، اعتمد في صياغة الاستبانة على مقاييس من دراسات سابقة, واستخدم البحث مجموعة من الأدوات الإحصائية المتوفرة في برنامج 17 v. SPSS للتحقق من الفرضيات منها )الوسط الحسابي، الانحراف المعياري، الفا كرونباخ) وتوصل البحث الى مجموعة الاستنتاجات كان من أهمها وجود أثر معنوي لولاء الزبون على التسويق الابداعي في المدينة المبحوثة, وقدم البحث مجموعة توصيات منها السعي الحثيث من قبل ادارة المدينة المبحوثة لتعزيز بناء علاقات الزبون التوجه نحو إدارة العلاقة مع الزبون وإنشاء علاقات طويلة معه بغية الحفاظ عليه واكتشاف حاجاته ورغباته، والاستجابة لطلبات الزبائن وإعلامهم بمواعيد انجاز الخدمات.
Keywords
الكلمات المفتاحية: بناء علاقات الزبون، التسويق الابداعي
مدينة الامام الحسين.