أثر تجربة العميل على نية التحول: دراسة ميدانية على قطاع الاتصالات في السودان

Mushtaha Alfadil Yahia; Hisham Makki; Muddathir  Alduma; Adam Mohamed; Alrasheed Musa Ibrahim; Anwar Salih Ali; Mahdi Abbakar  Abdullah

doi:10.56989/benkj.v5i12.1657

Authors

Dr. Mushtaha Alfadil Yahia Assistant professor, Bahri University, Sudan.
Dr. Hisham Makki Hanafi Assistant professor, University of Science and Technology, Sudan.
Muddathir Ahmad Alduma Student, Bahri University, Sudan.
Adam Balla Mohamed Student, Bahri University, Sudan.
Alrasheed Musa Ibrahim Student, Bahri University, Sudan.
Anwar Salih Ali Student, Bahri University, Sudan.
Mahdi Abbakar Abdullah Student, Bahri University, Sudan.

DOI:

https://doi.org/10.56989/benkj.v5i12.1657

Keywords:

Customer experience, Switching intention, Customer experiences in Sudan

Abstract

Search aims to examine the impact of customer experience on switching intention, focusing on customers of a Sudanese telecommunications company. The primary research question is: Is there a statistically significant relationship between customer experience and the intention to switch?

Methodologically, the study is cross-sectional. The results show a significant positive link between customer experience and the desire to switch to another company or product. In conclusion, a positive customer experience fosters loyalty and reduces the likelihood of switching, whereas a negative experience has the opposite effect.

Both the simple correlation coefficient and the coefficient of determination were high between the independent variable (which includes emotional, cognitive, sensory, and behavioral experiences) and the dependent variable (switching intention).

One key recommendation is that companies should enhance all aspects of customer experience by providing excellent service and fostering a positive, comfortable environment.

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References

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