The mediating role of both reducing customer anger and decreasing hatred of brands in the relationship between entrepreneurial marketing and the intention to re-deal with international fast-food restaurants in Egypt

Abstract

The study used the descriptive analytical method and the simple random sampling method to collect data to identify the mediating role of reducing customer anger and reducing brand hatred in the relationship between entrepreneurial marketing and the intention to re-deal with international fast food restaurants in Egypt.As the chosen topic and study, variables considered extremely important to decision makers. In local and international fast food restaurants in Egypt, the study sample size reached 779 people the most notable of the study's findings is that there is a direct and statistically significant relationship between the aspects of entrepreneurial marketing and the desire to re-deal. Egypt's international fast food establishmentsAs mediating variables on the relationship between entrepreneurial marketing and the intention to re-deal with customers of international fast-food restaurants in Egypt, there is also evidence of a statistically significant direct effect for both reducing brand hatred and reducing customer anger, increasing the value of R2 (explaining ratio) when using the intermediate variables (reducing dislike brands and reduce customer anger).‎The study recommended a set of recommendations, the most important of which is the need for management of international fast food restaurants to pay attention to working on developing new products that are compatible with the needs and tastes of consumers, working on developing tools and methods that contribute to increasing customer loyalty and belonging to the brand, paying attention to the immediate response to customer complaints, working to solve them as quickly as possible