ثقة الزبون في العلامة : قياسها باعتبارها بناء ثنائي البعد دراسة على عينة من مشتركي علامة موبيليس للاتصالات الجزائر

الملخص EN

This study aims to measure the level of trust in the Mobilis brand as two-dimensional construct.

by a of the literature a brand scale has been used to This study aims to measure the level of customers trust in Mobilis ATM (Algérie Télécom Mobile) brand.

A two-dimensional (2D) customer-based brand trust scale (reliability and intentions) was used for the assessment.

A sample of 385 customers was taken.

On the basis of an analysis of data compiled, confirmatory factor analysis (CFA) was carried out to determine how well the adopted model fits to the data.

Moreover, arithmetic means were used and a trust level was estimated.

The results of this pilot study indicate that customers trust in Mobilis ATM is a 2D-structure including reliability dimension and brand intentions dimension.

Each of these dimensions has, therefore, been conceived as to embrace outcomes at the medium level.