تأثير تماثل العميل مع الشركة على العلاقة بين المسئولية الإجتماعية للشركات ونية إعادة الشراء دراسة ميدانية

This research aimed to provide a framework that helps to understand the role that corporate social responsibility plays in the symmetry and attraction of customers to the company as a whole and not only its products, as well as the role that this symmetry plays in raising the level of the customer's intention to buy back the company's products. The descriptive method was used to clarify the correlations between the search variables, and to describe the characteristics of the research sample vocabulary. The preliminary study data was collected by designing a survey list that was distributed to the customers of mobile phone companies in Sharkia Governorate. For the analysis of the primary data of the research, SPSS AMOS (V.22) programs were used to enter the raw data. The chosen sample size reached 400, 30 incomplete lists were excluded, and thus the number of vocabulary of the sample was 370. The results of the study found that clients are highly aware of CSR initiatives, and the results of this study have shown that the dimensions of corporate social responsibility have a positive relationship and moral effect on the intention to buy back customers. The results of the study showed that the dimensions of corporate social responsibility have a positive relationship and moral effect on the customers identification with the company. The results of this study also found that the customers identification with the company has a positive effect on the relationship between corporate social responsibility and the intention to repurchase, and more importantly, the customers identification with the company mediates the relationship between corporate social responsibility and the intention to repurchase and increases the moral impact of corporate social responsibility on the intention Repurchase, while the impact of corporate social responsibility towards customers on the intention to repurchase has not been established when mediating the customers identification with the company.