The relationship between shopping sites' use of neuromarketing dimensions and their ability to build customer relationships- An analytical study

Document Type : Original Article

Author

كلية الاعلام وفنون الاتصال جامعة 6أكتوبر

Abstract

     The primary objective of the study is to identify the relationship between the study sample's use of various dimensions of neuromarketing, both mental and emotional, in influencing their relationships with customers. This is evident through:
1) Identifying the methods used to create interaction between the two parties.
2) Identifying the impact of some mediating factors, such as reference groups and word of mouth, on the two parties' relationships with each other.
3) To identify the attraction factors used by the study sites to cultivate long-term relationships with customers.
 4) To identify the mechanisms specific to each study site in creating and building strong relationships.
     The researcher used a content analysis form to achieve all these objectives, getting the following results:

The presence of mechanisms to support the interaction processes used by the three sites, including like and share icons, etc.
The study sites used both mental and emotional dimensions to create an atmosphere of good customer relationships.
The sites also used several mechanisms to maintain these relationships, including tracking services, express shipping, and free shipping for some products, in addition to privacy and return policies.
The sites also made sure to provide customer attraction elements, such as emphasizing the benefits of purchasing the product and the various ways to use it.

5.Finally, websites have leveraged the ability for current customers to comment on their shopping experiences, whether positive or negative, to benefit potential customers.

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References

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