دراسة التأثير المباشر و غير المباشر لجودة الخدمة و الرضا على ولاء الزبون باستخدام منهجية PLS و IPMA : دراسة حالة شركة SAA

الملخص EN

SAA.

The aim of this research is to study the direct and indirect impact of service quality and satisfaction on customer loyalty, and in order to determine this effect we conducted a field study through which forms were directed to a number of SAA customers that affected about 120 customers, and the study data was analyzed using the PLS methodology and IPMA.

We have concluded through this study that the quality of service and satisfaction explain 66% the variance of loyalty customer, as we reached through this study that their direct and indirect positive effect of service quality on customer satisfaction and loyalty.