Browsing by Author "Adly Hanna El Sheikh, Samia"

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    How Engaged Customers Can Help the Brand: An Empirical Case Study on a Higher Education Institution (University) in Egypt
    (Canadian Center of Science and Education, 1/24/2019) Adly Hanna El Sheikh, Samia
    The purpose of this paper is to investigate through an empirical research the relationship between Customer Engagement Behavior (CEB) and some of its alleged outcomes that include Benevolence/Trust, affective commitment and future patronage in a service sector which is Higher Education. Thus, this research investigates customer engagement constructs of conscious attention and emotional participation that lead to various favorable behaviors by the customer, which in turn leads to favorable outcomes of benevolence, affective commitment and future patronage. The researcher starts by a survey of literature which handles various aspects of CEB which include: possible types of these behaviors, factors affecting CEB, outcomes of CEB and CEB as compared to other marketing concepts. Next, the researcher proposes a model where engaged students (CE) will undertake favorable behaviors (CEB) which in turn will lead to favorable outcomes of Benevolence/trust, future patronage/repurchase intention and affective commitment. The researcher tests the model using Partial Least Squares structural equation modeling (PLS-SEM) and empirical data from a survey (self-administered questionnaire) that was distributed among 5 faculties of one private university in Egypt based on a case study approach. The results show that we accept the hypotheses of the model of the model yet the researcher suggests application on other universities to further test the model. Moreover, the researcher invites further research of other favorable outcomes of CEB as loyalty to be considered. The researcher also suggests an investigation of unfavorable CEB as bad word of mouth (WoM) and harmful blogging or unfavorable reviews.
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    The impact of changing learning environment on students’ learning in marketing education: A case-study applied in higher education in Egypt
    (Compass, 2018) Adly Hanna El Sheikh, Samia; Youssef Assaad, Reda
    As per Hall et al., (2002), well-planned sessions, interactive teaching methods and appropriate assessment could encourage a deep approach to learning. Moreover, problem-based learning in the form of real-life case study exercises also promotes deep learning. The purpose of this study is to change the learning environment in an introductory course of Principles of Marketing (MKT 201), so as to foster a deep and productive approach to learning rather than mere surface learning. This change in environment is achieved through presenting two teaching/learning strategies: 1. Pointing out learning outcomes (LOs) of each session to the students at the beginning of each lecture while making sure they understand them; 2. Consistent use of in-class real-life exercises in the form of case studies to check that students have digested the main concepts and are able to apply them. This study measures the impact of this change in learning environment on students’ overall achievement (results). This study was conducted on a cohort of students in semester fall 2016 and the grades (results) of the students of this cohort are compared against the grades (results) of two previous cohorts in the same course (Principles of Marketing) at October University for Modern Sciences and Arts (MSA) Egypt.