The Mediating Role of Both Reducing Customer Anger and Decreasing Hatred of Brands in the Relationship between Entrepreneurial Marketing and Customers’ Intention to Re-Deal with International Fast-Food Restaurants in Egypt
Abstract
The study used the descriptive analytical method and the River sample method to collect data to identify the mediating role of reducing customer anger and reducing brand hatred in the relationship between entrepreneurial marketing and the intention to re-deal with international fast food restaurants in Egypt. The variables are considered extremely important to decision-makers as important as the chosen topic and study. In local and international fast-food restaurants in Egypt, the study sample size reached 779 people. The most notable of the study’s findings is the direct statistically significant relationship between the aspects of entrepreneurial marketing and the desire to re-deal with Egypt’s international fast-food establishments. Also, there is a statistically significant direct effect for both the reducing brand hatred and the reducing customer anger (the mediating variables) on the relationship between entrepreneurial marketing and the intention to re-deal with customers of international fast-food restaurants in Egypt. In addition, the determination coefficient (R2) was increased when using the intermediate variables. The study recommended a set of recommendations, the most important of which is the need for the management of international fast-food restaurants to pay attention to working on developing new products that are compatible with the needs and tastes of consumers, working on developing tools and methods that contribute to increasing customer loyalty and belonging to the brand, paying attention to the immediate response to customer complaints, working to solve them as quickly as possible.
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