دور تجربة العلامة التجارية و رضا الزبائن في تحديد الوفاء للعلامة التجارية في صناعة التأمينات

الملخص EN

The purpose of this paper is to study the direct and indirect relationship between brand experience and brand loyalty.

the theatrical model tested propose that the relationship is mediated by customer satisfaction.

an empirical study is conducted among 200 customers of SAA insurance agency in Tlemcen city.

the data were purified and analyzed by SPSS.

25 Statistica.

8.0 software using structural equations modelling.

the analysis suggests that customer satisfaction mediates the relationship between brand experience and brand loyalty for insurance services.

in our sample, the findings support the fact that developing brand experience influences customer loyalty only through customer satisfaction.