Browsing by Author "El Sheikh, Samia Adly Hanna"

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157 DETERMINANTS THAT IMPACT A DESTINATION IMAGE: APPLICATION ON EL GOUNA THE RECENTLY FOUNDED CONTEMPORARY RESORT CONURBATION IN EGYPT.
(MSA-Management science journal, 2023) El Sheikh, Samia Adly Hanna; Soliman, Diana a.; Amer, Mariam Ahmed
The purpose of this research paper is to investigate the factors influencing destination image as destination image is a major determinant that influences purchase decisions of going to a destination or not, either consciously or subconsciously. The authors investigate the factors impacting destination image application on El Gouna which is a recently founded touristic destination in Egypt well noted for its engaging events, stunning coral reefs, diverting beaches, lagoons, and a multitude of other alluring variables overlooking the Red Sea. The researchers proposed a conceptual model based on a thorough review of the literature. A non-probability convenience sampling technique was used to collect primary data. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) software. Implications to further improve the perceived destination image include campaigns conducted by El Gouna managers and the relevant ministries and a suggested change in market prices of hotel brands functioning in El Gouna. A suggestion for further research is to conduct a comparative cross-cultural study to investigate if the studied factors also impact foreigners visiting El Gouna.
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, 2019) El Sheikh, Samia Adly Hanna
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. Keywords: Customer Engagement Behavior (CEB), customer engagement constructs (conscious attention & emotional participation), benevolence/trust, affective commitment, future patronage/repurchase intention
The impact of sustainable internal branding on teaching staff’s commitment: application on private higher education institutions
(Routledge, 2024-01) El Sheikh, Samia Adly Hanna; Assaad, Reda Youssef; Halim, Yasser Tawfik; Emara, Ola Abdel Moneim
Full Article Figures & data References Citations Metrics Reprints & Permissions Read this article ABSTRACT This study aims to extend the boundary of knowledge about internal branding, which touches on two disciplines: marketing and human resources management in an attempt to understand the constructs of internal branding and their impact on the commitment of service providers (higher education teaching staff members) so that they support the brand promise of the university and maintain a competitive edge for private universities in Egypt that function in a very competitive market. Data were collected from 402 members of teaching staff to test the proposed model and hypotheses using Structural Equation Modeling (SEM). The results prove the fitness of the suggested model and that the constructs of internal branding (supervisory support, effective internal communication, clear vision and values) do have a significant impact on teaching staff commitment except for the construct of directed training programs (DTP), contrary to previous literature which might be because teaching staff commitment may require variables other than training programs which in turn rings a bell for private universities’ management to partially reconsider the budgets directed to training for teaching staff or it could be due to cultural differences as previous literature was mostly conducted in different cultures, thus a value addition of this study.