أثر كفايات موظفي الصفوف الامامية على السلوك الشرائي من خلال رضا الزبائن - دراسة ميدانية على مطاعم الوجبات السريعة بمدينة عمان

الاسطة, دعاء فتحي أحمد (2018) أثر كفايات موظفي الصفوف الامامية على السلوك الشرائي من خلال رضا الزبائن - دراسة ميدانية على مطاعم الوجبات السريعة بمدينة عمان. Masters thesis, جامعة الشرق الاوسط.

Text 5b56c9802577e_1.pdf Download (1MB)

Abstract

The aim of this study is to identify "The impact of frontline employee's competencies on purchasing behavior through customer satisfaction" -A field study on fast food restaurants in Amman city-, In this study, (393) respondents from different restaurants customer’s (KFC, McDonald’s, Pizza Hut, Popeyes, Burger King). The researcher relied on the questionnaire designed for the study to gather data, and the researcher has followed and used the descriptive analytical method, and she used the SPSS V.20, and AMOS program. The study results revealed that there is an impact of frontline employee's competencies (Way of dealing, teamwork, personal communication skills, speed of service delivery, empathy) on purchasing behavior through customer satisfaction. In light of the findings of the study, the researcher made a number of recommendations, the most important of which are: • Training front-line staff in fast-food restaurants to treat all customers fairly and without discrimination. • The employee in the front lines must share their experiences with colleagues in the work. • Training front-line staff in fast-food restaurants to mastering the art of dialogue with customers. س • The staff of the front-line of fast-food restaurants should be informed the customers about the exact time of delivery of their service. • Training front-line staff in fast food restaurants to understand the customer's psychological state. • The managers of fast food restaurants should be understand the sensitivity of raising the price of meals, and to maintain appropriate prices for the level of income of the Jordanian citizen. Keywords: frontline employee's competencies, purchasing behavior, customer satisfaction.

Actions (login required)

View Item