التسويق الإلكتروني ودوره في تحقيق ولاء الزبون خلال الجائحة كوفيد 19: دراسة ميدانية على عينة من مستخدمي الإنترنت بولاية سيدي بلعباس

الملخص EN

This study dealt with a new topic represented in the COVID-19 pandemic and the degree of its impact on the marketing behavior of customers in Algeria, and how the corona pandemic contributed to changing the behavior of the Algerian customer from normal marketing to the growth of E-marketing culture through websites and social networking sites based on internet networks.

we designed an electronic questionnaire and distributed it to a sample of customers who use the internet and processed it using the SPSS program to find out the direct and indirect relationship between the variables.

which led to the fact that the members of society, during the period of the pandemic, their marketing transactions were electronic, while opening the way for them to adopt the culture of digital marketing and strengthening the relationship with institutions.