الاثر الاستراتيجي للتوزيع في ولاء الزبون : راسة تحليلية مقارنة لعينة من الصحف العراقية اليومية == The Strategic Impact of The Distribution In Customer Loyalty
Author name:
سماء علي عبد الحسین الزبیدي
Supervisor name:
سعدون حمود جثير الربيعاوي
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Master
University:
University of Baghdad - Faculty Of Administration And Economics - Department Of Business Administration
Language:
Arabic
University location:
Baghdad
First pages:
07T3746 - p.pdf
Abstract:
The study deal with two main variables : - the strategic role of distribution,and the customer loyalty. the researcher has chosen samples of Iraqi newspapers like ( AL Sabah, AL Mada, AL Bayna aljdeida newspaper) , because this product depends greatly on the consumption of customers so as to achieve the success.After studying the dimensions of these variables ( cost, flixibilty & deliver time ) which concerns the distribution, and for these dimensions ( marketing relationship, customer perception , customer experience , brand , & product quality) which relate to the customer loyalty. the problem has been identified in a number of remarks concerning the extent of awareness that the administration of the newspaper have about the importance of distribution and the delivery time of customer loyalty for achieving thissuccess in continuation of the paper, the target of the administration must be on the techniques of the distribution and the reality of these newspapers, clearing their role in achieving the customer loyalty by butting two main hypotheses : the first was (the relationship between the strategic role of distribution and forming customer loyalty). The second was ( the impact of relationship between the strategic role of distribution in constracting the customer loyalty). and by using statistical methods to analyze the data obtained by a questionnaire prepared for this purpose Percentages, frequencies, mean, standard deviation, coefficient of variation,correlation coefficient, and coefficient of simple linear regression and through interviews conducted by the researcher concludedthat the time of delivery is the dimension of the most influential in building customer loyalty, in spite of the awareness of management, there is reluctance to adjust the times of delivery of newspapers, in addition to the weakness in the mechanics of forming customer loyalty and maintain its Accordingly, the researcher has some recommendations for improving the experience of the departments in distributing of their products on their own, if they don’t , they should establish strict conditions in the selection of distributers and comply them with delivery times and impose a fine on those who do not adhere to those times and allow participation of citizens in newspapers and harness team to deliver newspaper in time at address. This will increase the number of customers and the base of newspaper subscriptions by paying a monthly distribution of the offices of newspaper vendors, or by geographical areas.
