دراسة تأثير رضا العملاء على القيمة الدائمة لهم" تحليل تجريبي لممارسات التجارة الإلكترونية في السوق المصري" Examining the impact of customer satisfaction on Customer lifetime value:The Mediating Role of Customer Loyalty and Retention : Empirical Analysis of E-Commerce Practices in the Egyptian Market

نوع المستند : أوراق بحثية محكمة.

المؤلفون

1 Canadian International College

2 Misr University for Science and Technology

3 Canedian international college

المستخلص

With the growth of competitiveness and the diversity of its mechanisms, along with the rapid and easy flow of information and technology, and the increasing expectations and power of customers, remaining competitive is no longer about who reaches the market faster or who has lower production costs. It is about who possesses a sustainable competitive advantage that enables them to acquire customers and convert them into equity of the organization. This is achieved not only by increasing the organization's market share but also by enhancing customer retention.
This necessitates transforming traditional organizational structures, which are often based on brand and product foundations, into modern, flexible structures that facilitate effective customer management. Performance is evaluated and measured by these structures based on the organization's ability to increase the value of its customer portfolio. Thus, the customer becomes a future measure of ownership rights, which in turn reflects the long-term value of each customer, considered one of the most important outcomes of competitive advantage for organizations. The current study aims to explore the impact of customer satisfaction, customer loyalty, and customer retention on customer lifetime value, maximizing customer lifetime value as a result of sustainable competitive advantage. A quantitative study was conducted to test the proposed conceptual model using a structured equation modelling analysis with a sample of 384 Amazon customers. The results confirm a significant positive correlation between the research variables.

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