أثر التسويق بالعلاقات في تعزيز تجربة المستخدمين

Abstract

This study aims to examine the impact of relationship marketing on user experience in electronic freelance service platforms by investigating the effects of trust, communication, commitment, and reciprocity on user experience dimensions. A descriptive-analytical approach was adopted, and data were collected through a questionnaire administered to a sample of 126 users of freelance service platforms. The data were analyzed using SPSS through multiple statistical techniques, including multiple linear regression, Kruskal-Wallis and Mann-Whitney tests, as well as Spearman’s correlation coefficient. The findings revealed a statistically significant effect of relationship marketing on user experience. Trust, communication, and commitment showed significant effects, with commitment emerging as the most influential dimension. Reciprocity also demonstrated a significant effect when examined independently; however, it did not retain its statistical significance when all dimensions of relationship marketing were analyzed simultaneously within the multiple regression model. The results also indicated significant differences in user experience across the fields of design, programming, and digital marketing, with programming services recording a relatively lower level of user experience compared to the other fields. Furthermore, the exploratory analysis showed that user experience in programming services was more strongly associated with the practical benefits and value delivered by the service, whereas the role of the relationship with the service provider appeared more prominent in design and digital marketing services. Based on these findings, the study recommends strengthening commitment to deadlines and service quality, building trust through transparency and clarity, and improving communication practices with clients. It also highlights the need to pay greater attention to enhancing user experience in programming services.