نوع المستند : المقالة الأصلية
المؤلف
باحثة دكتوراه بكلية الإعلام جامعة القاهرة، ورئيسة تحرير الأخبار الأجنبية بوزارة الإعلام الكويتية
المستخلص
الكلمات الرئيسية
عنوان المقالة [English]
المؤلف [English]
The purpose of this study is to evaluate the organizational reputation of Telecommunications Companies in Kuwait from the perspective of their customers, and to examine the impact of reputation on customer loyalty.
The study adopts the survey method, using an online questionnaire as a tool to collect data from a sample of 300 customers which is distributed equally among the current customers of the three companies in Kuwait that are Ooredoo, Zain and STC.
Accordingly, the sample uses the non-probability quota sampling method. Therefore, the study achieves a set of results, the most important are:
The Internet and companies websites are the most important as the public relies on them to obtain knowledge about the telecommunications companies, followed by traditional media that are TV, newspapers, and radio, and then social networking sites.
Customer evaluation of the companies reputation comes at a high level, with the financial performance of companies being ranked first as a component of corporate reputation, while the social responsibility component ranked last.
The telecommunications companies achieve a high level of customer loyalty, with the superiority of attitudinal loyalty compared to the behavioral loyalty of customers toward these companies.
There is a positive, statistically significant impact of the reputation of telecommunications companies on customer loyalty, as reputation explains 77% of the variance in customer loyalty.
Statistically significant differences in customers evaluation of the reputation of telecommunications companies and customer loyalty, depending on the type of company, as STC got a lower reputation rating and a lower loyalty level than Ooredoo and Zain.
Age and income rate affect customers evaluation of the company’s reputation and the degree of customer loyalty, as companies have reaches positive reputation and higher loyalty among older individuals and those with higher incomes.
Keywords: Organizational reputation, customer loyalty, telecommunications companies, Kuwait.
الكلمات الرئيسية [English]
)
مشاهدة على SCiNiTO