الدور الوسيطي للرضا في العلاقة بين الجودة و الثقة نحو و فاء الزبون في مجال خدمة الاتصالات : دراسة تجريبة لشركة موبيليس

الملخص EN

An integrative framework is proposed for the theoretical underpinning for the study.

To measure all the constructs and indicators, this research distributes questioners to 195 customers of Mobilis brand.

On the basis of empirical research carried out in the telecommunication market, this paper proposes a structural equations model (SEM) enabling us to reach the conclusions that satisfaction is antecedents leading directly to customer loyalty, with the former exerting the greatest influence; and perceived quality/trust are a consequences of satisfaction.

At the same time, the paper shows that the satisfaction in brand has a mediating influence on the causal relationships between perceived service quality, trust and customer loyalty