Marketing Program Research Publications
The Impact of Product Quality on Customer Satisfaction and Loyalty
ABSTRACT
This paper examines the effect of product quality on customer satisfaction and loyalty, focusing on El-Rayhan Food Industries Company. In today’s competitive marketplace, consumer brand loyalty is crucial for companies aiming to maintain a competitive advantage. The study confirms that high-quality products enhance positive customer experiences, leading to repeat purchases and long-term loyalty. It explores how product quality, customer satisfaction, and brand loyalty interrelate and interact with business performance. The study is based on a quantitative approach, using simple and multiple linear regression analysis to evaluate the effect of product quality on customer satisfaction and loyalty. The data was collected through surveys providing insights into the
customer’s perception of product quality and its impact on their loyalty. Based on this, the results reveal that product quality significantly affects customer satisfaction and loyalty. In this way, high-quality products enhance the customer’s satisfaction, which leads to increased customer loyalty and recommendations. The study also identifies mediating factors such as customer satisfaction that show there is a positive effect of product quality on brand loyalty through customer satisfaction as a mediator variable.
The Impact of Human Resource Management Practices on Organizational Performance: The Case of Libyan International Medical University
Abstract
This study aimed to investigate the impact of human resource management practices on organizational performance at Libyan International Medical University. The population consisted of 400 employees. The stratified randomized sample consisted of 196 employees. To reach the purpose of this study, data were collected from 151 employees using the questionnaire adopted from Al Shaikhly (2017). The questionnaire was revised, and validated by the supervisors. Statistical techniques such as descriptive statistics, Cronbach’s alpha, multiple regressions, and stepwise regression were used to test the hypotheses. The results showed that there is a signifi ant impact of human resource management practices (planning & recruitment, training program, and performance appraisal) on the organ zational performance of Libyan International Medical University at level (α <0.05). The results also showed that the performance appraisal variable has the most impact on organ zational performance. On the other hand, the results also showed that compensation management had no impact on the organizational performance of Libyan International Medical University. The study limitations were the lack of previous studies published in Libya related to this topic, also the data were not normally distributed, and just 46% of variations in the organ zational performance are explained by human resource management practices in this study. The study recommended conducting more research on the topics addressed in this study to acquire a deeper and broader understanding of human resource management practices.
Measuring the Effects of Online Information Quality, User-Friendly Accessibility, and Digital Marketing Interactions on the Intentions to Visit Tourist Destinations: A Case of Libya
Abstract
This study examined how online information quality, user-friendly accessibility, and digital marketing
interactions influence tourists’ decisions to visit a destination. Social media’s rise has made online
information a critical factor in tourism. Researchers and marketers increasingly explore these variables’
effects on tourist decision-making. Moreover, a survey (n = 416) investigated how travelers use online
information for trip planning, focusing on how content quality, accessibility, and interactivity influence
destination choices. Data analysis (SPSS) employed non-parametric techniques, including Cronbach’s
alpha for reliability, descriptive statistics, the Kolmogorov-Smirnov test, and Spearman’s rank
correlation. Lastly, the results indicate that online information quality significantly influences tourist
decision-making more than other factors.