تأثير تجربة العلامة و الرضا بالعلامة على وفاء الزبائن : دراسة حالة زبائن الخطوط الجوية الجزائرية

الملخص EN

The phenomenon of declining customer satisfaction and loyalty is becoming a major concern for service companies because both factors determine business performance.

In addition, the factors that simultaneously affect customer satisfaction and loyalty are the customer's perception of service quality and customer trust.

To analyze the relationship between factors that influence customer satisfaction and loyalty, this research established a measure of each variable.

After a review of the literature on factors that determine customer loyalty, we propose to validate a theoretical model accounting for its various variables.

To measure all the constructs and indicators of our theoretical model, this research distributes questionnaires to 202 clients using the services of Air Algeria.

The method of data analysis of this research is structural equation modelling.

The result of the research has proven that customer experience, brand equity, perceived service quality and brand trust have a positive effects on customer satisfaction.

Secondly, customer satisfaction has a positive direct effect on customer loyalty.