نمذجة العلاقة بين صورة العلامة التجارية و ولاء الزبون الجزائري باستخدام نموذج "SERVQUAL": الخطوط الجوية التركية أنموذجا

الملخص EN

This article aims to study the impact of the brand image on customer loyalty towards Turkish Airlines by mediating perceived quality and consumer satisfaction.

After setting the theoretical framework and conducting a literary survey of the many previous studies on the topic of the study, we've developed a conceptual structural model that determines the trends of the influence of the most variables of the study.

Analysis of sample questionnaires of 169 transponders using the structural equation (SEM) model was according to the trends of the conceptual model.

The results showed that the image of the mark had an impression on the perceived quality of the services provided by the Turkish airline which the perceived quality had a robust impact on customer satisfaction.

Also, satisfaction features a strong impact on customer loyalty to this corporate.