The Role of Body Language on Achieving Customer Satisfaction
(An empirical study of consumers' perspectives of electronic devices in the commercial centers of Sulaymaniyah Governorate - Kurdistan Region / Iraq)
Keywords:
body language, sellers, customer satisfaction, personal space, physical appearance, body position, visual contact, and smile
Abstract
This study aims to identify the effect of elements of body language represented by (Personal space, physical appearance, body position, visual contact, and smile) on gaining customer satisfaction from the consumer perspective of electronic devices in the city of Sulaymaniyah, Kurdistan Region / Iraq. To achieve the study objectives, the analytical descriptive approach was used, data was collected through the questionnaire, and 50 questionnaires were distributed. The study sample included the consumers who buy their electronic devices in some of the markets located in the city of Sulaymaniyah, such as Majdi Mall and Family Mall. The study concluded that there is a positive and statistically significant correlation and effect between the elements of body language and customer satisfaction. The element of personal space was the most influential among other elements in the impact on the acquisition of customer satisfaction, and the physical appearance was the least influential. The study recommended the establishment of periodic training courses in order to learn and develop its employees in the concept of body language and use it as an effective way to gain customer satisfaction.
References
المصادر العربیة
1- البكري ، ثامر ياسر(2002): ادارة التسويق، الطبعة الاولى ، الدار الجامعية للطباعة والنشر ، بغداد
2- ربايعة، أسامة جميل عبد الغني(2010): لغة الجسد في القرآن.رسالة ماجستير.كلية الدراسات العليا.جامعة نجاح الوطنية
3- الزعبي ، مروان طاهر ، (2011): الرضا الوظيفي : ادارة الاعمال والادارة العامة ، الطبعة الاولى ، دار المسيرة للنشر والتوزيع ، عمان الاردن
4- الصباغ، عقبة (2015): لغة الجسد و أثرها على انجاز التفاوض التجاري .رسالة ماجستير. قسم التسويق –كلية الاقتصاد_جامعة حلب
5- الطائي، يوسف حجيم سلطان(2009): إدارة العلاقات مع الزبون، دار الوراق للنشر والتوزيع، الأردن
6- العنزي ، سعد ,(2001): بناء مقاييس الرضا عن اقسام الطوارئ بالمستشفيات العراقية ، مجلة العلوم الاقتصادية والادراية ، كلية الادارة والاقتصاد ، جامعة بغداد
7- عقيلة، خباب(2011):الاتصال الحسي اللمسي و الحسي البصري و أثره في تعلم القراءة لتلاميذ المرحلة الابتدائية .رسالة ماجستير . قسم علم النفس وعلوم التربية و الأرطفونيا- كلية الآداب والعلوم الإنسانية الاجتماعية
8- عبد الغني، ولد قادة و جمال الدين، بن قدور(2018):أثر جودة اللخدمات على رضا الزبون،رسالة ماجستير، كلیة العلوم الاقتصادیة والعلوم التجاریة وعلوم التسییر جامعة، د.طاهر مولاي سعيدة،الجزائر
9- مزيان، عبد القادر(2012): رسالة ماجستير ، أثر محددات جودة الخدمات على رضا العملاء، جامعة تلمسان
10- كليتون ، 2003 : لغة الجسد: مدلول حركات الجسد وكيفية التعامل معها. دإر إلفاروق للنشر
المصادر الاجنبیە:
1. Abdullah, J.A., Abdulwahid, N.A., Sadq, Z.M. (2017). Analysis of the Relationship between Marketing Capabilities and Marketing Intelligence and their Impact on the Management of Marketing Crises A Case Study At Korek Communication Company in Iraq, Zanco journal of Humanities Sciences, 21(1): 407 – 430.
2. Ali, M.H., Sadq, Z.M. and Ibrahim, S.A. (2019). The Role of Administrative Transparency in Achieving Organizational Health- an Empirical Study of a Sample of Lecturers' Views at Koya University. International Conference on Accounting, Business, Economics and Politics ICABEP2019. Tishk International University, Erbil, Iraq. pp: 16-25. DOI: 10.23918/ICABEP2019p5.
3. Aljaf, N.A., Sadq, Z.M., and Hassan, R.S. (2019). The Role of Activating Work Ethic in Reducing Manifestations of Administrative Corruption. Journal of University of Human Development, 3(2), 493-523, DOI: 10.21928/juhd.20170610.20.
4. Barger P.; Grandey, A., (2006). Service with A Smille and Encontre Satisfaction: Emotional Contagion And Appraisal Mechanisms. Academy Of Management Journal, Vol.49, No.6, P1235
5. Bell M. & Mclaughlin M., (2006). Outcomes Of Appearance And Obesity In Organizations. Sage Publications, P 470.
6. Fast J., 1982- Body Language. Pan Books Ltd, 13th Edition, Great Britain.
7. Gabriel., R.N., (2010), When Negotiating, Look For Nonverbal Cues.
8. Gayathridevi K. & Ravindran D., (2010). Kinesics Pattern Study Of Dyads In Interactions And Its Implications. Far East Journal Of Psychology And Business, Vol. 2 No 2, P84.
9. Karim, S.M, Sadq, Z.M. and Al-Ahmedi, M.W. (2016). Equity Capital Sovereignty and Country’s Economical Change. International Journal of Research in Social Sciences and Humanities. 6(2): 1-9.
10. Khorsheed, R.K., Abdulla, D.F., Othman, B.A., Mohammed, H.O., and Sadq, Z.M. (2020). The Role of Services Marketing Mix 7P's on Achieving Competitive Advantages (The Case of Paitaxt Technical Institute in Kurdistan Region of Iraq). TEST Engineering and Management, 83: 15947 – 15971.
11. Levine R.; Asada K.; Park S., 2006- The Lying Chicken And The Gaze Avoidant 13. Egg: Eye Contact, Deception, And Causal. Southern Communication Journal, Vol.71, No.4, P 404.
12. Mantak, S.O., Wali, A.I., & Sadq, Z.M. (2019).The Role of Training and Empowering Human Resources Strategies on Enhancing the Capabilities of Innovation Strategic, Koya University Journal of Humanities and Social Sciences, 2(1): 98-108, DOI: 10.14500/kujhss.v2n1y2019.pp98-108.
13. Margarita, R., 2011- How To Become Skilled In Nonverbal Communication, Toastmasters International، P 10.
14. Mohammedamin, S.I., Sadq, Z.M, & Othman, W.M. (2018). The Relationship Between Social Capital and Quality of Work Life and their Impact on Strategies to Enhance Employment Intolerance A Survey Study of the Views of a Sample of Teaching Staff at Nulj University in Erbil City. Zanco Journal of Humanity Sciences. 22(3): 156-176. DOI: 10.21271/zjhs.22.3.9.
15. Najm, F.H., Sadq, Z.M., & Al-faqi, A.M. (2019). The Role of Human Resources Management Practices in Enhancing the Level of Social Responsibility, Qalaai Zanist Journal, 4(3): 836-878, DOI: 10.25212/lfu.qzj.4.3.10.
16. Omer, S.O., Sadq, Z.M., & Ahmed, S.A. (2017). The Role of Strategic Leadership Practices in Enhancing the Level of Organizational Performance. Zanco Journal of Humanity Sciences, 21(5): 220-238.DOI: 10.21271/zjhs.21.5.14.
17. Othman, B., Harun, A., De Almeida, N. and Sadq, Z. (2020), "The Effects on Customer Satisfaction and Customer Loyalty by Integrating Marketing Communication and After Sale Service into the Traditional Marketing Mix Model of Umrah Travel Services in Malaysia", Journal of Islamic Marketing, Doi: 10.1108/JIMA-09-2019-0198.
18. Richmond P.; Mccroskey C., (2001). Nonverbal Behavior In Interpersonal Relations. Pearson Education, P 273 .
19. Sadq, Z.M., Othman, B. & Khorsheed, R.K. (2019). The impact of tourism marketing in enhancing competitive capabilities. African Journal of Hospitality, Tourism and Leisure. 8(5): 1-11.
20. Saeed, F.S., Omar, S.O. & Sadq, Z.M. (2018) Role of Managerial Leadership Skills in Enhancing Career Commitment. Iraqi Administrative Sciences Journal. 2(4): 309-334.
21. Sekaran, U. &. (2010). In Resaearch Methods For Business: A Skill Building Approach(5 Th Ed.). U.K: John Wiley& Sons.
22. Suarez B. Caixanova E., (2008), Body Language In Intercultural Negotiations. Escuela de Negocios Caixanova, Spain, PP 16-17.
23. Wali, A.I., Sadq, Z.M. and Rasheed, J.S. (2016). The Role of Strategic Information System Characteristics on Customer Service Quality (An Empirical Study at Soran and Sardam Private Hospitals in Iraqi Kurdistan Region Erbil City). International Journal of Humanities and Cultural Studies. 3(2): 1778-1790.
24. Zhou, H., Zhang T., (2008). Body Language In Business Negotiation. International Journal Of Business And Management, Vol.3, No.2, Pp 90-96.
1- البكري ، ثامر ياسر(2002): ادارة التسويق، الطبعة الاولى ، الدار الجامعية للطباعة والنشر ، بغداد
2- ربايعة، أسامة جميل عبد الغني(2010): لغة الجسد في القرآن.رسالة ماجستير.كلية الدراسات العليا.جامعة نجاح الوطنية
3- الزعبي ، مروان طاهر ، (2011): الرضا الوظيفي : ادارة الاعمال والادارة العامة ، الطبعة الاولى ، دار المسيرة للنشر والتوزيع ، عمان الاردن
4- الصباغ، عقبة (2015): لغة الجسد و أثرها على انجاز التفاوض التجاري .رسالة ماجستير. قسم التسويق –كلية الاقتصاد_جامعة حلب
5- الطائي، يوسف حجيم سلطان(2009): إدارة العلاقات مع الزبون، دار الوراق للنشر والتوزيع، الأردن
6- العنزي ، سعد ,(2001): بناء مقاييس الرضا عن اقسام الطوارئ بالمستشفيات العراقية ، مجلة العلوم الاقتصادية والادراية ، كلية الادارة والاقتصاد ، جامعة بغداد
7- عقيلة، خباب(2011):الاتصال الحسي اللمسي و الحسي البصري و أثره في تعلم القراءة لتلاميذ المرحلة الابتدائية .رسالة ماجستير . قسم علم النفس وعلوم التربية و الأرطفونيا- كلية الآداب والعلوم الإنسانية الاجتماعية
8- عبد الغني، ولد قادة و جمال الدين، بن قدور(2018):أثر جودة اللخدمات على رضا الزبون،رسالة ماجستير، كلیة العلوم الاقتصادیة والعلوم التجاریة وعلوم التسییر جامعة، د.طاهر مولاي سعيدة،الجزائر
9- مزيان، عبد القادر(2012): رسالة ماجستير ، أثر محددات جودة الخدمات على رضا العملاء، جامعة تلمسان
10- كليتون ، 2003 : لغة الجسد: مدلول حركات الجسد وكيفية التعامل معها. دإر إلفاروق للنشر
المصادر الاجنبیە:
1. Abdullah, J.A., Abdulwahid, N.A., Sadq, Z.M. (2017). Analysis of the Relationship between Marketing Capabilities and Marketing Intelligence and their Impact on the Management of Marketing Crises A Case Study At Korek Communication Company in Iraq, Zanco journal of Humanities Sciences, 21(1): 407 – 430.
2. Ali, M.H., Sadq, Z.M. and Ibrahim, S.A. (2019). The Role of Administrative Transparency in Achieving Organizational Health- an Empirical Study of a Sample of Lecturers' Views at Koya University. International Conference on Accounting, Business, Economics and Politics ICABEP2019. Tishk International University, Erbil, Iraq. pp: 16-25. DOI: 10.23918/ICABEP2019p5.
3. Aljaf, N.A., Sadq, Z.M., and Hassan, R.S. (2019). The Role of Activating Work Ethic in Reducing Manifestations of Administrative Corruption. Journal of University of Human Development, 3(2), 493-523, DOI: 10.21928/juhd.20170610.20.
4. Barger P.; Grandey, A., (2006). Service with A Smille and Encontre Satisfaction: Emotional Contagion And Appraisal Mechanisms. Academy Of Management Journal, Vol.49, No.6, P1235
5. Bell M. & Mclaughlin M., (2006). Outcomes Of Appearance And Obesity In Organizations. Sage Publications, P 470.
6. Fast J., 1982- Body Language. Pan Books Ltd, 13th Edition, Great Britain.
7. Gabriel., R.N., (2010), When Negotiating, Look For Nonverbal Cues.
8. Gayathridevi K. & Ravindran D., (2010). Kinesics Pattern Study Of Dyads In Interactions And Its Implications. Far East Journal Of Psychology And Business, Vol. 2 No 2, P84.
9. Karim, S.M, Sadq, Z.M. and Al-Ahmedi, M.W. (2016). Equity Capital Sovereignty and Country’s Economical Change. International Journal of Research in Social Sciences and Humanities. 6(2): 1-9.
10. Khorsheed, R.K., Abdulla, D.F., Othman, B.A., Mohammed, H.O., and Sadq, Z.M. (2020). The Role of Services Marketing Mix 7P's on Achieving Competitive Advantages (The Case of Paitaxt Technical Institute in Kurdistan Region of Iraq). TEST Engineering and Management, 83: 15947 – 15971.
11. Levine R.; Asada K.; Park S., 2006- The Lying Chicken And The Gaze Avoidant 13. Egg: Eye Contact, Deception, And Causal. Southern Communication Journal, Vol.71, No.4, P 404.
12. Mantak, S.O., Wali, A.I., & Sadq, Z.M. (2019).The Role of Training and Empowering Human Resources Strategies on Enhancing the Capabilities of Innovation Strategic, Koya University Journal of Humanities and Social Sciences, 2(1): 98-108, DOI: 10.14500/kujhss.v2n1y2019.pp98-108.
13. Margarita, R., 2011- How To Become Skilled In Nonverbal Communication, Toastmasters International، P 10.
14. Mohammedamin, S.I., Sadq, Z.M, & Othman, W.M. (2018). The Relationship Between Social Capital and Quality of Work Life and their Impact on Strategies to Enhance Employment Intolerance A Survey Study of the Views of a Sample of Teaching Staff at Nulj University in Erbil City. Zanco Journal of Humanity Sciences. 22(3): 156-176. DOI: 10.21271/zjhs.22.3.9.
15. Najm, F.H., Sadq, Z.M., & Al-faqi, A.M. (2019). The Role of Human Resources Management Practices in Enhancing the Level of Social Responsibility, Qalaai Zanist Journal, 4(3): 836-878, DOI: 10.25212/lfu.qzj.4.3.10.
16. Omer, S.O., Sadq, Z.M., & Ahmed, S.A. (2017). The Role of Strategic Leadership Practices in Enhancing the Level of Organizational Performance. Zanco Journal of Humanity Sciences, 21(5): 220-238.DOI: 10.21271/zjhs.21.5.14.
17. Othman, B., Harun, A., De Almeida, N. and Sadq, Z. (2020), "The Effects on Customer Satisfaction and Customer Loyalty by Integrating Marketing Communication and After Sale Service into the Traditional Marketing Mix Model of Umrah Travel Services in Malaysia", Journal of Islamic Marketing, Doi: 10.1108/JIMA-09-2019-0198.
18. Richmond P.; Mccroskey C., (2001). Nonverbal Behavior In Interpersonal Relations. Pearson Education, P 273 .
19. Sadq, Z.M., Othman, B. & Khorsheed, R.K. (2019). The impact of tourism marketing in enhancing competitive capabilities. African Journal of Hospitality, Tourism and Leisure. 8(5): 1-11.
20. Saeed, F.S., Omar, S.O. & Sadq, Z.M. (2018) Role of Managerial Leadership Skills in Enhancing Career Commitment. Iraqi Administrative Sciences Journal. 2(4): 309-334.
21. Sekaran, U. &. (2010). In Resaearch Methods For Business: A Skill Building Approach(5 Th Ed.). U.K: John Wiley& Sons.
22. Suarez B. Caixanova E., (2008), Body Language In Intercultural Negotiations. Escuela de Negocios Caixanova, Spain, PP 16-17.
23. Wali, A.I., Sadq, Z.M. and Rasheed, J.S. (2016). The Role of Strategic Information System Characteristics on Customer Service Quality (An Empirical Study at Soran and Sardam Private Hospitals in Iraqi Kurdistan Region Erbil City). International Journal of Humanities and Cultural Studies. 3(2): 1778-1790.
24. Zhou, H., Zhang T., (2008). Body Language In Business Negotiation. International Journal Of Business And Management, Vol.3, No.2, Pp 90-96.
Published
2020-10-23
How to Cite
Dr. Dalia Khalid Faeq, Dr. Zain Nuri Ismail, & Zana Majed Sadq. (2020). The Role of Body Language on Achieving Customer Satisfaction: (An empirical study of consumers’ perspectives of electronic devices in the commercial centers of Sulaymaniyah Governorate - Kurdistan Region / Iraq). International Journal on Humanities and Social Sciences, (16), 117-129. https://doi.org/10.33193/IJoHSS.16.2020.150
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