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Full-Text Articles in Business

The Tendency Of The Z Generation To Recreational Activities And Their Leisure Time Attitudes, Aylin Nalcaci Ikiz, Ismail Ozturk Oct 2022

The Tendency Of The Z Generation To Recreational Activities And Their Leisure Time Attitudes, Aylin Nalcaci Ikiz, Ismail Ozturk

University of South Florida (USF) M3 Publishing

The aim of this study is to determine the tendency of the Z generation to recreational activities and the frequency of participation and to determine their attitude towards leisure time. The participants of the research are students studying at Kırıkkale University in the 2021-2022 academic year. The questionnaire form prepared in accordance with the purpose of the study was applied to university students face to face. Frequency values, one-way analysis of variance (ANOVA) and T test were used in the analysis of the data obtained with the questionnaire forms. While the most preferred recreational activities by the participants in the …


New Trends In Gastronomy And Its Effects In Tourism, Gulsun Duran, Yasin Bilim Oct 2022

New Trends In Gastronomy And Its Effects In Tourism, Gulsun Duran, Yasin Bilim

University of South Florida (USF) M3 Publishing

The effect of gastronomy in the field of tourism has been a subject emphasized by everyone. In this context, gastronomic tourism is one of the most popular research areas of recent times. Especially its cultural, historical and economic dimensions are at the forefront. However, the rapidly developing different aspects of gastronomy have not found a place in the field of tourism. In this study, which evaluates the impact of new trends in gastronomy on tourism, new areas of gastronomy and their places in tourism are discussed. Since the study was developed with a theoretical approach, the literature and different secondary …


An Evaluation Of The Attitudes Towards Sustainable Tourism Development: The Case Of Urgup, Duygu Bora, Mehmet Bahar Oct 2022

An Evaluation Of The Attitudes Towards Sustainable Tourism Development: The Case Of Urgup, Duygu Bora, Mehmet Bahar

University of South Florida (USF) M3 Publishing

The limited number of resources that humanity has creates the responsibility of protecting those resources and transferring them to future generations. It is vital that the natural, cultural and historical assets that form the basis of the tourism sector can be sustained without being consumed by excessive use. Research is aimed to investigate the attitudes of the local people, one of the key stakeholders of tourism, towards sustainable tourism development. Research population consists of local people living in Ürgüp destination, which hosts thousands of national and international tourists every year. According to the data obtained from the study, it has …


A Study To Determine Gokceada's Adventure Tourism Potential, Berrin Yilmaz, Haci M. Yildirim Oct 2022

A Study To Determine Gokceada's Adventure Tourism Potential, Berrin Yilmaz, Haci M. Yildirim

University of South Florida (USF) M3 Publishing

Adventure tourism is one of the special interest tourism types that have developed with the changes in people's wishes and tourism understanding. In adventure tourism, people get away from routine and visit destinations where they can perform different activities, such as adventure, risk, adrenaline, and courage. Adventure tourism activities are defined as soft and hard according to the level of risk they contain, and as air, land, water, and mixed-based activities according to the place where they organized. Gökçeada, which is the largest island of Turkey and known as a cittaslow, has a wide adventure tourism potential with its winds, …


Local Food In The Menus: The Case Of Denizli, Sule Demirbas, Serkan Bertan Oct 2022

Local Food In The Menus: The Case Of Denizli, Sule Demirbas, Serkan Bertan

University of South Florida (USF) M3 Publishing

Local cuisine is an important element in the destination selection of tourists. In this study, the place of local dishes in the menus of restaurant businesses was examined. Semi-structured interviews were conducted with hotel and restaurant business managers and chefs in Denizli. As a result of this study, it is seen that businesses partially include local dishes in their menus, and businesses take into account profitability, price, value and customers' taste while determining their menus. It has been determined that customers prefer familiar dishes more, they tend to other dishes instead of local dishes due to the fast à la …


Bibliometric Profile Of Published Postgraduate Theses On Festival Tourism, Oguzhan Dulgaroglu Oct 2022

Bibliometric Profile Of Published Postgraduate Theses On Festival Tourism, Oguzhan Dulgaroglu

University of South Florida (USF) M3 Publishing

Festivals are important touristic products that allow individuals to escape from busy and stressful work environments. Visitors could have pleasant experiences with the opportunities such as acculturation, entertainment and tasting at the festivals. With the improvement of festivals and the increase in their number and variety, festival tourism has become one of the important issues of tourism. This study covers the postgraduate theses that completed between 1997 and 2021 within the scope of festival tourism. The main purpose of the study is to determine the bibliometric features of graduate theses in this context within the framework of various parameters. Another …


Evaluation Of Restaurant Menus In The Marketing Of Turkish Cuisine: The World’S 50 Best Restaurants Discovery Turkey Example, Emre Ozturk, Goksel K. Girgin Oct 2022

Evaluation Of Restaurant Menus In The Marketing Of Turkish Cuisine: The World’S 50 Best Restaurants Discovery Turkey Example, Emre Ozturk, Goksel K. Girgin

University of South Florida (USF) M3 Publishing

The purpose of this study is to assess the websites of Turkish restaurants that are listed in The World's 50 Best Restaurants Discovery Turkey in terms of marketing Turkish food. The content analysis method, one of the qualitative research methods, was used to investigate the websites of the restaurants on the list for this reason. Websites should provide all the information that overseas guests may require, taking into account the depiction of Turkish cuisine and the importance of restaurants listed in an international ranking system to gourmet tourism. The websites of the restaurants have been found to have flaws in …


A Study On Tourist Guides’ Use Of Social Media Platforms, Ozge Gudu Demirbulat Oct 2022

A Study On Tourist Guides’ Use Of Social Media Platforms, Ozge Gudu Demirbulat

University of South Florida (USF) M3 Publishing

In this research, which was carried out to determine how and for what purposes tourist guides use social media platforms; the Facebook and Instagram accounts of 42 active tourist guides registered with the Trabzon Regional Chamber of Tourist Guides, which was established in accordance with the Profession Law of Tourist Guide numbered 6326, were examined. In the research, it was determined what kind of posts the tourist guides make on their Facebook and Instagram accounts, to what extent they use the relevant platforms as a personal promotional element, and to promote the relevant platforms in the tourism sector. In order …


Evaluation Of Somuncu Baba Tomb And Complex Within The Scope Of Faith Tourism, Kubra N. Sevim, Nalan Isik, Metin Surme Oct 2022

Evaluation Of Somuncu Baba Tomb And Complex Within The Scope Of Faith Tourism, Kubra N. Sevim, Nalan Isik, Metin Surme

University of South Florida (USF) M3 Publishing

It is thought that the importance of Somuncu Baba Tomb and Complex, which is an important religious tourism center in Darende district, located within the provincial borders of Malatya, is not known enough, advertising and promotional activities are insufficient, and at the same time, the potential of faith tourism should be evaluated. Based on this information, the aim of the research is to determine why the Tomb of Somuncu Baba cannot be evaluated within the framework of faith tourism. In this context, the interview technique, one of the qualitative research methods, was used in the study and the reasons for …


Determination Of Tourists’ Raw Food Perceptions, Duran Cankul, Aleyna Kol Oct 2022

Determination Of Tourists’ Raw Food Perceptions, Duran Cankul, Aleyna Kol

University of South Florida (USF) M3 Publishing

In this study, it is aimed to determine the perceptions of domestic tourists towards Raw food diet, which is one of the trends that emerge in line with the preferences of conscious consumers in the science of gastronomy. For this purpose, the phenomenological research type, which is one of the qualitative research methods, was used in the study. The participants of the research are domestic tourists. In the research, the data were collected through a semi-structured interview form with 12 tourists determined by the purposeful sampling method. In order to analyze the data obtained in the research in the best …


Evaluation Of The Relationship Between Local Food Preference And Environmental Awareness Among Potential Domestic Tourists In Turkey, Ulker Colakoglu, Selma Atabey Oct 2022

Evaluation Of The Relationship Between Local Food Preference And Environmental Awareness Among Potential Domestic Tourists In Turkey, Ulker Colakoglu, Selma Atabey

University of South Florida (USF) M3 Publishing

Local cuisine is the gene that distinguishes the society from others. Because this gene is encoded with information about the geography where their ancestors lived, their dietary habits, religious beliefs, migrations, and wars. For this reason, locally produced agricultural productions gain importance as raw materials for local food production. In today's conditions, environmental concerns come to the fore with the increase in population and industrialization. Different agricultural production methods have been used to produce enough food for the population. However, these productions increase environmental pollution. In this study, in which the relationship between the preference of local food, which is …


Impression Management Strategies On Instagram: The Case Of Masterchef And Sef Akademi, Nihan Yarmaci Guvenc, Ela N. Koz, Beybala Timur Oct 2022

Impression Management Strategies On Instagram: The Case Of Masterchef And Sef Akademi, Nihan Yarmaci Guvenc, Ela N. Koz, Beybala Timur

University of South Florida (USF) M3 Publishing

The impressions that individuals form on people they interact with both in daily life and in business life have important outcomes. For this reason, individuals apply certain impression management strategies by using various tools. One of them is social media tools that have a huge impact on public opinion. In this context, this study aimed to determine the impression management strategies of six individuals who are jury members in MasterChef and Şef Akademi TV shows. Therefore, the study utilized a content analysis method based on the data collected from their Instagram posts. The results indicate that the study subjects use …


Brand Personality Of Balikesir Province As A Destination: Analysis Of Wikipedia Contents, Gizem Ozgurel, Muhammet Kesgin, Cevdet Avcikurt Oct 2022

Brand Personality Of Balikesir Province As A Destination: Analysis Of Wikipedia Contents, Gizem Ozgurel, Muhammet Kesgin, Cevdet Avcikurt

University of South Florida (USF) M3 Publishing

In tourism, it is extremely important to benefit from information technologies and web pages in order to achieve the management and marketing goals of destinations, to create awareness, information and convenience in the purchasing preferences of potential tourists who constitute the target groups. In channels with open-source features such as Wikipedia, page visitors with the potential to become tourists are provided with the opportunity to access all kinds of information about destinations and learn what destinations promise. The content created on Wikipedia is enriched with information added by users, and the perception of destination brand personality created with the support …


Examining The Websites Of Fine Dining Restaurants Within The Framework Of Web-Based Marketing: Sample Of The World’S 50 Best Restaurants, Duran Cankul, Batuhan Aktepe Oct 2022

Examining The Websites Of Fine Dining Restaurants Within The Framework Of Web-Based Marketing: Sample Of The World’S 50 Best Restaurants, Duran Cankul, Batuhan Aktepe

University of South Florida (USF) M3 Publishing

In this research, it is aimed to examine the websites of the world's best 50 restaurants within the scope of web-based marketing. In the research conducted for this purpose, the document analysis technique, which is one of the qualitative research methods, was used. According to the list of The World's 50 Best Restaurants, one of the most important restaurant rating systems in the world, the first 50 restaurants were included in the research. Content analysis was applied to the data obtained in the research. In the research, it was concluded that the websites were created under the headings of communication, …


Bibliometric Profile Of Studies In The International Literature On Sustainability Aviation, Nil Konyalilar Oct 2022

Bibliometric Profile Of Studies In The International Literature On Sustainability Aviation, Nil Konyalilar

University of South Florida (USF) M3 Publishing

In the research, bibliometric profiles of publications in which the concepts of sustainability and aviation are used together were revealed. As a publication, the studies reached by scanning the words sustainability and airline/airway/aviation in the Scopus database were considered. A total of 80 studies published between 1984-2022 were the subject of the research. The data obtained within the scope of the research were reached on January 10, 2022. Examined publications; publication year, authors, field, institution of publication, country of publication, type of publication, cited journals and keywords used in the research. Research data were also analyzed in the VOSviewer bibliographic …


Foreign Language Education Perception Of Tourist-Guidance Students As A Factor In Intercultural Communication, Bekir Esitti Oct 2022

Foreign Language Education Perception Of Tourist-Guidance Students As A Factor In Intercultural Communication, Bekir Esitti

University of South Florida (USF) M3 Publishing

Tourist guidance higher education is designed to provide a variety of intercultural knowledge and experiences for students. Intercultural communication covers tourists from different cultures interacting with their guides, sending and receiving messages to each other, creating meaning and making meanings common. In this context, the ease of communication provided by the proficiency obtained through foreign language education is essential for tourist guidance students who are candidate guides to overcome the intercultural communication problems they will encounter in the profession. In the study, open-ended questions about intercultural communication experiences and the relationship between foreign language education and intercultural communication were asked …


The Role Of Destination Image And Destination Attachment In Destination Loyalty Of Tourists Attending Rural Tourism Activities: The Case Of Canakkale, Buket Buluk Esitti Oct 2022

The Role Of Destination Image And Destination Attachment In Destination Loyalty Of Tourists Attending Rural Tourism Activities: The Case Of Canakkale, Buket Buluk Esitti

University of South Florida (USF) M3 Publishing

While destination loyalty is defined as tourists’ positive spiritual feelings towards a destination, their tendency to repurchase produced goods and services, and to recommend a destination to others; destination image is a simplification of a tourist’s complex beliefs, attitudes, impressions and thoughts about a destination. Destination attachment means the emotional bond and relationship that tourists form with a certain destination. In this study, these three issues were evaluated in terms of destination marketing and the nature of the relationship between them was examined. For this purpose, natural and cultural areas with rural tourism potential in Çanakkale were examined, and it …


Bibliometric Analysis Of Publications Within The Scope Of Cultural Heritage Tourism, Irem Yildirim, Gaye Deniz, Filiz Dalkilic Oct 2022

Bibliometric Analysis Of Publications Within The Scope Of Cultural Heritage Tourism, Irem Yildirim, Gaye Deniz, Filiz Dalkilic

University of South Florida (USF) M3 Publishing

This study aims to determine the current status and development level of publications on cultural heritage tourism in international literature. Studies in the international literature done about cultural heritage tourism between 1999-2021, were examined within certain parameters. The Web of Science database was searched to access scientific studies on the concept. As a result of the search, a total of 210 scientific publications on "Cultural Heritage Tourism" were found and subjected to bibliometric analysis. The VOSviewer program was used for the analysis and visualization of the data. All publications are classified according to many criteria such as the number of …


The Professional Constructor, Full Issue, Volume 47, Number 02 Oct 2022

The Professional Constructor, Full Issue, Volume 47, Number 02

The Professional Constructor

No abstract provided.


Dentistry And The Law: Dealing With Patients Who Have Been Using Marijuana, Dan Schulte Jd Oct 2022

Dentistry And The Law: Dealing With Patients Who Have Been Using Marijuana, Dan Schulte Jd

The Journal of the Michigan Dental Association

When dealing with patients who emit a strong marijuana odor, it's crucial to focus on their capacity to provide informed consent and the ability to deliver treatment up to the standard of care. Judging their level of intoxication solely by appearance and smell can be unreliable, so it's best to avoid making such judgments. Instead, inform patients that you may refuse treatment if their odor or other factors hinder your ability to provide care. To prevent last-minute issues, communicate this policy in advance, particularly to patients with a history of marijuana odor. Dismissing such patients from your practice may also …


Protect Yourself From Occupational Risks, Christopher J. Smiley Dds Oct 2022

Protect Yourself From Occupational Risks, Christopher J. Smiley Dds

The Journal of the Michigan Dental Association

This month’s editorial underscores the importance of safeguarding against occupational risks in dentistry. Dr. Smiley shares personal experiences, highlighting potential hazards to oral health care workers' eyes and hearing, including intense lights, noisy equipment, and exposure to infectious pathogens. He emphasizes the need for protective eyewear, light shields, and equipment calibration to reduce eye-related risks and the use of custom musician earplugs to reduce the risk of job-related hearing damage. The overall message stresses that taking steps to protect oneself from occupational risks can preserve the quality of life and a professional career.


Bell’S Palsy: My Journey With A Mysterious Nerve Disorder, Sneha Shah Bds Oct 2022

Bell’S Palsy: My Journey With A Mysterious Nerve Disorder, Sneha Shah Bds

The Journal of the Michigan Dental Association

This article chronicles the personal journey of a dentist facing Bell's Palsy while pursuing licensure in the United States. Bell's Palsy, an idiopathic unilateral facial paralysis, is explored in detail, including its clinical presentation and differential diagnosis. The author shares their experiences, challenges, and treatments, shedding light on the impact of this mysterious nerve disorder on their daily life, work, and mental well-being. The article highlights the importance of early diagnosis, comprehensive evaluation, and treatment strategies for Bell's Palsy. The author's story serves as a poignant reminder for healthcare professionals to approach patients with empathy and compassion and recognize the …


J Mich Dent Assoc October 2022 Oct 2022

J Mich Dent Assoc October 2022

The Journal of the Michigan Dental Association

Monthly, The Journal of the Michigan Dental Association brings news, information, and feature articles to our state's oral health community and the MDA's 6,200+ members. No publication reaches more Michigan dentists!

In this issue, the reader will find the following original content:

  • A cover story on eye safety to reduce occupational risk of eye injury in clinical dentistry.
  • A feature story on a dentist’s journey with Bell’s Palsy.
  • A department reports on legal issues caring for patients suspected of being under the influence of marijuana.
  • Department article on workforce and employees quietly quitting.
  • Articles on MDA Public Relations Grant Recipients …


Mda At Your Service: What Is The Recommendation Regarding Prescribing Clindamycin?, Eric Tye Dds, Angela Kanazeh Ms, Cmp Oct 2022

Mda At Your Service: What Is The Recommendation Regarding Prescribing Clindamycin?, Eric Tye Dds, Angela Kanazeh Ms, Cmp

The Journal of the Michigan Dental Association

The MDA at Your Service Column addresses member resources available from the MDA. This month presents guidance in prescribing practices, particularly regarding clindamycin. Clindamycin’s association with an increased risk of antibiotic-associated diarrhea, including Clostridioides difficile (C. diff) infection, has increased. The report highlights how to access an ADA clinical guideline, its preference for azithromycin over clindamycin, and the warning associated with prescribing clindamycin. Further reference is available in the August 2020 MDA Journal article "Antibiotic Guidelines for Dentistry: Who, When, What, Why and How to Prescribe,” by Elaine Bailey, PharmD, and Marie Fluent, DDS. Additional member resources discussed in this …


10-Minute Ebd: Should Chipped Or Worn Dental Sealants Be Observed, Touched Up, Or Restored?, Elliot Abt Dds, Ms, Msc Oct 2022

10-Minute Ebd: Should Chipped Or Worn Dental Sealants Be Observed, Touched Up, Or Restored?, Elliot Abt Dds, Ms, Msc

The Journal of the Michigan Dental Association

This column discusses the management of chipped or worn dental sealants in a 22-year-old patient seeking a second opinion. The author explores the need for occlusal restorations, sealant repair, or no treatment for such cases. A literature search, guided by a PICO question, reveals strong evidence supporting sealant effectiveness in preventing caries. The Cochrane review found an 88% reduction in caries odds with sealants. Clinical guidelines and systematic reviews from organizations like the American Dental Association (ADA) further endorse sealant use. The column emphasizes the importance of universal sealant application and highlights challenges in their adoption, such as concerns over …


Staff Matters: Do You Have Quiet Quitters In Your Practice?, Jodi Schafer Sphr, Shrm-Scp Oct 2022

Staff Matters: Do You Have Quiet Quitters In Your Practice?, Jodi Schafer Sphr, Shrm-Scp

The Journal of the Michigan Dental Association

In the post-COVID workplace, "quiet quitting" has become a concerning issue where employees meet basic job requirements but lack motivation. This behavior includes a reluctance to take on extra tasks or provide input. To address it, communicate with the affected employees, inquire about their well-being, and assess whether the cause is work-related or personal. Fostering appreciation, connection to the practice's goals, and open feedback can help re-engage employees. Regular one-on-one meetings promote relationships and demonstrate care for their success, improving morale and engagement.


استجابة الدورة المصرفية للتقلبات الاقتصادية في مصر للمــــــدة ( 2004 – 2020 ), إبراهيم أحمد عبد, غسان طارق ظاهـر Sep 2022

استجابة الدورة المصرفية للتقلبات الاقتصادية في مصر للمــــــدة ( 2004 – 2020 ), إبراهيم أحمد عبد, غسان طارق ظاهـر

Muthanna Journal of Administrative and Economics Sciences

يهدف البحث الى تحليل استجابة الدورة المصرفية للتقلبات الاقتصادية في مصر وسبل التحوط المصرفي ، لذا صيغة مشكلة البحث للإجابة على التساؤل هل تؤثر التقلبات الاقتصادية على الدورة المصرفية وماهي ردود فعل المصارف التجارية اتجاه تلك التقلبات؟ فالمصارف التجارية تعاني من حساسية مفرطة اتجاه التقلبات، وتم تحليل مؤشرات التقلبات الاقتصادية على مؤشرات الدورة المصرفية باستخدام الدالة اللوغاريتمية لأنها اعطت افضل نتائج ، بعد تحليل استقراريه السلاسل الزمنية ، لذا دلت النتائج على وجود علاقة طردية بين الناتج المحلي الاجمالي والدين الداخلي مـع اجمالي الائتمان، فيما ارتبط التضخم بعلاقة سلبية مع الائتمان، واثبتت نتائج اختبارات النماذج الخاصة بجمهورية مصر العربية الى …


The Use Of Data Envelopment Analysis To Improve The Efficiency Of The Scientific Departments In The Technical Institute Of Al-Suwaira, Muna Shaker Salman, Ruqayah Yassir Abdul Ameer, Athraa Kamel Al Mashhadani Sep 2022

The Use Of Data Envelopment Analysis To Improve The Efficiency Of The Scientific Departments In The Technical Institute Of Al-Suwaira, Muna Shaker Salman, Ruqayah Yassir Abdul Ameer, Athraa Kamel Al Mashhadani

Muthanna Journal of Administrative and Economics Sciences

The mechatronics system is considered one of the most important systems developed globally due to its effective importance in implementing various works such as producing goods, services, industrial products, and communication systems. It is concerned with designing products and integrating industrial, electrical, mechanical, and computer processes into a modern production system. Therefore, the effective performance and organization’s effective achievement of its goals and the emphasis on the quality of performance, as the system is one of the keys to success and how to provide advanced technological products, as the design of the mechatronics system is characterized by efficiency and competitiveness …


حكم البيع عن طريق الانترنيت في الشريعة الإسلامية ومدى إستجابة المجتمع الإسلامي لتطبيقها ) دراسة ميدانية في محافظة أربيل في أقليم كردستان العراق كنموذج بإستخدام الاختبار الانحدار اللوجستي, خوشى عثمان عبد اللطيف, اميرة ولي عمر, سمية محمود نجم الدين Sep 2022

حكم البيع عن طريق الانترنيت في الشريعة الإسلامية ومدى إستجابة المجتمع الإسلامي لتطبيقها ) دراسة ميدانية في محافظة أربيل في أقليم كردستان العراق كنموذج بإستخدام الاختبار الانحدار اللوجستي, خوشى عثمان عبد اللطيف, اميرة ولي عمر, سمية محمود نجم الدين

Muthanna Journal of Administrative and Economics Sciences

الإنترنت هو أحد تطورات الثورة التكنولوجية ومظهر من مظاهر العولمة الاقتصادية ، والتي هي باختصار تقارب إرادة البائع والمشتري للتسويق من خلال الاتصال غير المباشر بين أطراف العقد والمعاملة عبر الإنترنت .إن زيادة مساهمتها في التجارة الخارجية ، وكذلك تطوير قطاعاتها الإنتاجية والتسويقية المحلية ، وتوفير فرص كبيرة للنمو الاقتصادي ، من المتطلبات الملحة والتنموية. يشجعنا ديننا الإسلامي على الاستفادة من كل ما هو جديد لمواكبة العصر، ولكن كل هذا يجب أن يتم وفقًا لإرشادات ومعايير الشريعة الإسلامية. الكثير من الأشياء ممنوعة بموجب االشرع ، كالربا ، والغرروالخداع والاحتيال ، على سبيل المثال لا الحصر في شريعتنا الإسلامي أفضل الإجابات …


دور بناء العلامة التجارية في تعزيز ولاء زبائن المصرف(دراسة تحليلية لعينة من مصارف القطاع الخاص العراقي), سلام جاسم حمود العارضي, حنين ميثم علي Sep 2022

دور بناء العلامة التجارية في تعزيز ولاء زبائن المصرف(دراسة تحليلية لعينة من مصارف القطاع الخاص العراقي), سلام جاسم حمود العارضي, حنين ميثم علي

Muthanna Journal of Administrative and Economics Sciences

يهدف البحث الحالي الى تحليل العلاقة بين بناء العلامة التجارية كمتغير مستقل وولاء زبائن المصارف العراقية الخاصة كمتغير معتمد، اذ ينطلق من فرضية مفادها (يؤثر متغير بناء العلامة التجارية تأثيرا ذو دلالة احصائية بمتغير ولاء الزبائن). يتبع هذا البحث المنهج الوصفي التحليلي بعينة مقدارها 200 مستجيب موزعة على متخذي القرار في عينة مكونة من(15) مصرف من المصارف التجارية الخاصة في وسط وجنوب العراق ، ومن خلال تطبيق معادلة النمذجة الهيكلية SEM وتحليل المسار Path Analysis ضمن برنامج SPSS.V.23 وكذلك AMOS.V.23. كانت اهم الاستنتاجات هي ان طبيعة العلاقة بين بناء العلامة التجارية و ولاء الزبون خطية إيجابية أي ان جهود المصارف …