أثر نظام المكافآت على السلوك الشرائي للزبون : دراسة تطبيقية على زبائن مصلحة خدمة ما بعد البيع لمؤسسة تويوتا الجزائر

الملخص EN

Building customer loyalty is the main goal of all institutions, and Loyalty card is a tool for building customer loyalty, wich works according to the principle of giving rewards to loyal customers.

This study aimed to determine the relative importance of the rewards granted by the institution through the loyalty card, and to determine the extent of the importance of these rewards to the customer, and in order to achieve this we have rooting for the theoretical aspect of the study in preparation for conducting the field study by relying on a random sample.

Through this study, we reached a number of results, the most important of which is the existence of a statistically significant relationship between the rewards granted by the after-sales service of Toyota Algeria Corporation and each of the customers' purchase rates, the rate of transformation towards competition, as well as the sensitivity of customers towards price.