The interactive role of customer happiness enhances the role of the physical display of the product in achieving customer loyalty. Field research in a sample of Baghdad restaurants
DOI:
https://doi.org/10.31272/jae.i135.1167Keywords:
the physical display of the product, customer happiness, customer loyaltyAbstract
The research aims to determine the interactive role of customer happiness to enhance the impact of the physical manifestation of the product in achieving customer loyalty. The search was conducted from a number of customers in a group of restaurants in Baghdad Governorate, which numbered (250) customers. The questionnaire was relied on to collect data and a number of statistical methods were used, represented by the arithmetic mean, standard deviations, Pearson correlation coefficient, multiple regression coefficients, and graded multiple regression coefficients through the use of the specialist program. SPSS and Excel for interactive effect measurement.
The research reached a set of conclusions, the most important of which is that the interest of the researched sample in the mechanisms of applying customer happiness would enhance the effect of the physical manifestation of the product in achieving customer loyalty, as the presence of happiness along with adopting physical manifestation practices would improve the level of loyalty, and this indicates that the influencing relationship Between the physical manifestation of the product and customer loyalty changes according to the change in the level of happiness among customers, which recommends designing a suitable physical environment for the products and services provided by restaurants by creating a sense of happiness among customers and measuring their loyalty to the services provided, thus contributing to drawing its future vision.
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