إدارة العلاقة مع الزبائن عبر شبكات التواصل الاجتماعي و أثرها على رضا و ولاء زبائن خدمات الهاتف النقال : حالة شركة موبليس الجزائرية

الملخص EN

This study aims to identify the direct and indirect effects of social customer relationship management on customer loyalty through satisfaction as a mediating variable.

To achieve this goal, we conducted an online survey with Mobilis ( Algeria) customers.

Dat has been analysed using the partial least squares structural modeling methodology and using the SmartPls program,the study reached a number of results such as: There is a direct impactof socialcustomer relationship management on loyalty and satisfaction at the level of significance 0.05.

The latter has a direct impact on loyalty at the same level.

There is also an indirect impact of social customer relationship management on the loyalty of Mobilis customers with the presence of satisfaction as a mediating variable at the level of significance 0.05.