التسويق الرقمي وتاثيره في الحد من فظاظة الزبون
Authors:
- Hakim Jabbori Al- Khafaji
- ORCID:
Digital Marketing, Customer Incivility, Zain mobile communications company in Iraq.
Abstract:
The purpose of the research is how to reduce customer incivility to which service providers are exposed during the process of providing various services that lead to abuse, and the problem of research emerges in how to reduce the exposure of service providers to customer incivility that leads to negative effects on them through the adoption of digital marketing, The research aims to test and measure the correlation and effect between the research variables, diagnose the causes of customer incivility and reduce them, and test by developing the two hypotheses of correlation and effect between the two research variables. (48) and the forms valid for analysis (41) with a response rate of (85%), which is statistically acceptable. The questionnaire was adopted for the purpose of data collection and with three axes. The first is the personal information of the respondents and the second is the digital marketing variable with its five dimensions and the one-dimensional customer incivility variable and the number of its paragraphs is eight. On a set of programs and statistical methods for the purpose of analyzing data and reaching results, including Pearson correlation and regression for influence and the program (SPSS.Var. 24), and a set of conclusions were reached, the most important of which is that digital marketing has contributed to reducing the customer’s rudeness by dealing in the same place and talking with the service provider, and it had less impact on him and reduced the negative effects that the service provider was exposed to, and appropriate recommendations were made for treatment.
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