أثر الشفافية التشغيلية على صورة العلامة التجارية ودور الموثوقية المتصورة كوسيط
وجهات نظر عملاء المطاعم في مدينة السليمانية
DOI:
https://doi.org/10.14500/kujhss.v9n1y2026.pp524-534الكلمات المفتاحية:
الشفافية التشغيلية،، صورة العلامة التجارية، لموثوقية المدركة، المطاعم، مدينة السليمانيةالملخص
تتناول هذه الدراسة تأثير الشفافية التشغيلية على صورة العلامة التجارية والدور الوسيط للموثوقية المدركة في المطاعم في مدينة السليمانية بإقليم كردستان العراق. استخدام المنهج الوصفي التحليلي. وصممت الاستبانة لجمع البيانات من زبائن المطاعم كمجتمع بحثی لامحدود داخل مدينة السليمانية. و استخدمت نمذجة المعادلات الهيكلية لاختبار الفرضيات. وقد أظهرت النتائج وجود ارتباط إيجابي قوي وتأثير للشفافية التشغيلية على صورة العلامة التجارية، كما أن للموثوقية المدركة دور وسيط ذو دلالة إحصائية في هذه العلاقة. وتبين الاستنتاجات الرئيسية أن الشفافية التشغيلية لا تتعلق بصورة العلامة التجارية فحسب، بل تؤثر عليها بشكل مباشر وغير مباشر وعبر الموثوقية المدركة، وبالتالي فإن التركيز على الشفافية التشغيلية أمر ضروري لتحسين مستوى صورة العلامة التجارية بين زبائن المطاعم. ويوصي البحث بأهمية الموثوقية المدركة لدى زبائن المطاعم بسبب تأثيرها المباشر على العلامة التجارية من جهة، وتفعيل مسار غير مباشر لتأثير الشفافية التشغيلية على صورة العلامة التجارية من جهة أخرى، مما يضمن الاستمرارية ويمكِّنهم من استخدام الموارد بشكل فعال، مما يعزز البقاء في المنافسة من خلال تحسين صورة العلامة التجارية.
التنزيلات
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منشور
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إصدار
القسم
الرخصة
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