Publication Details
Abstract
The purpose of the current research is to interpret Customer loyalty through brand-customer interaction in reality (Information Interaction, and Social Interaction) based on the interactive role of distinctive customer-oriented behaviors represented by (Functional Behaviors, and Relational Behaviors) among a sample of mobile phone company representatives (Apple, Samsung, Xiaomi, Nokia, and Huawei) in the Al-Furat Al-Awsat region. This objective arose from the problem the research aims to address, which is the fundamental question (Can Customer loyalty be interpreted through brand-customer interaction based on the interactive role of distinctive customer-oriented behaviors among a sample of mobile phone company representatives in the Al- Furat Al-Awsat region?), and to address this problem, the research adopted a descriptive analytical approach to determine the levels of research variables, relying on the questionnaire as the primary tool for collecting appropriate data and information for analysis. Accordingly, (150) questionnaires were distributed, and (133) were retrieved. After data tabulation, it was found that (14) questionnaires were invalid, and (119) were valid for analysis, indicating an response rate of (79.33%). To analyze the results and derive the most accurate details that govern the resolution of the problem under discussion, two statistical analysis packages were used: (SPSS & AMOS.V.28). Based on the data analysis and interpretation, several results were reached, the most important of which include There is a semantic relationship between brand-customer interaction and customer loyalty, indicating that the interactive role practiced by distinct customer-oriented behaviors has contributed to strengthening the relationship between these variables. This means that the personal experience of the customer with the brand represents an important factor in building loyalty. If the customer feels that the brand cares about them and understands their needs and desires, they are more likely to remain loyal to it. The research also recommended several recommendations, the most important of which is the necessity for mobile phone companies to regularly measure customer loyalty to understand the impact of interaction strategies. This requires appropriate methods for using tools such as customer satisfaction surveys, which can help identify areas that need improvement, thereby strengthening loyalty in the long term. Additionally, mobile phone company representatives should develop loyalty programs tailored to reflect customer needs and preferences, which requires methods that can include exclusive reward programs, discounts, and personalized experiences, thereby enhancing belonging and encouraging repeat purchases