Bahri Ammari Nedra

Dr. Nedra Bahri-Ammari is a permanent associate professor of marketing at IHEC of Carthage, Tunisia and a member of the LARIME research center. She holds a Doctorate in marketing and a master degree in Marketing form ISG of Tunisia, University of Tunis. She is a graduate of marketing from ISG of Tunis, University of Tunis. Dr. Bahri’s researches include: business-to-customer and business-to-business marketing, customer relationships management (CRM), social-CRM, customer satisfaction, loyalty, retention, technology’s implementation, firm profitability, enterprise Resource Planning (ERP) and Supply Chain Management. She has published in International peer-reviewed academic journals as: International Journal of Contemporary Hospitality Management; Journal of Hospitality and Tourism Technology; Journal of Research in Marketing and Entrepreneurship; Management Research Review; Journal of Marketing & Case studies; International Journal of Customer Relationship Marketing and Management; An International Journal of Science, Engineering and Technology. She has published a book on CRM and loyalty strategy also participated in the writing of books on tourism and social CRM. She has published in international and national academic conferences proceedings (EUROMED, World Research Summit for Hospitality and Tourism, Marketing Trends, WASET, IBIMA, Academy of Marketing Science,..).


Social Customer Relationship Management (Social-CRM) in the Era of Web 4.0
Nedra Bahri Ammari. © 2022. 317 pages.
The advent of Web 2.0 has led to a rebalancing of power between the customer and the company through the consumer's voice about the brand and referral behavior via electronic...
Museum Experience and Digital Consumption: The Role of Mobile Augmented Reality in Tunisia's Cultural Heritage
Khouloud Mouihbi, Nedra Bahri-Ammari, Daouda Coulibaly. © 2022. 25 pages.
This study explores the role of mobile augmented reality (MAR) technology in enhancing user experience (UX) in the context of cultural heritage. Data were collected via...
Phygital Customer Experience Mixed Approach of Augmented Reality and Customer Experience (DCX) in the Context of Heritage Tourism
Nedra Bahri Ammari, Ines El Hassoumi. © 2021. 16 pages.
What if customer experience was the primary driver of digital transformation? Indeed, new hybrid experiences have emerged thanks to daily-life technologies that fused both...
Intelligent Customer Experience in a Connected Commerce Environment
Afnen Gam, Nedra Bahri Ammari. © 2021. 18 pages.
The objective of this research is to examine the relationship between the smart customer experience and behavioral brand loyalty through relationship variables (satisfaction...
How the Crowdsourcing Enhance the Co-Creation Into the Virtual Communities
Bahri Ammari Nedra. © 2019. 15 pages.
Co-creation is the process by which products, services, and experiences are jointly developed by companies, their partners, and the final consumer, leading to a new space where...
The Role of Loyalty Program (LP) and Brand Attachment in Establishing Word-of-Mouth Intentions: An Empirical Investigation in the Mobile Sector
Nedra Bahri-Ammari. © 2018. 23 pages.
The focus of this study is to examine jointly the impact of the Loyalty Program Quality and brand attachment on W-O-M intentions through: satisfaction and loyalty. Exploratory...
Loyalty Strategy and Social-CRM: How Consumers Adhere to the Tools
Nedra Bahri-Ammari, Slim Mraidi. © 2016. 30 pages.
Always on the lookout for novelty and innovation, companies are using social networks, which now occupy an important place in our daily. Users of social networks constitute a new...
The Role Of Loyalty Program (LP) And Brand Attachment In Establishing Word-Of-Mouth Intentions: An Empirical Investigation In The Mobile Sector
Nedra Bahri-Ammari. © 2014. 20 pages.
The focus of this study is to examine jointly the impact of the Loyalty Program Quality and brand attachment on W-O-M intentions through: satisfaction and loyalty. Exploratory...