رضا العملاء كمتغير وسيط في العلاقة بين أبعاد تسويق العلاقات و ولاء العملاء : دراسة تطبيقية

الملخص EN

The aim of this study is to explore the impact of customer’s satisfaction in the relationship between the Dimensions of Relationship Marketing “trust, commitment, empathy, communication and conflict control” and customer loyalty, to build a model for relationship marketing in Egyptian communications sector by using path analysis and partial correlations analysis, in addition to identifying both customer satisfaction and loyalty.

The questionnaire has been designed to gather data.

The sample size includes 384 customers and 384 questionnaires were distributed of which 300 units were collected and analyzed.

According to the results obtained from the structural model, the study concluded that dimensions of relationship marketing can be arranged as followed: “trust, communication, commitment, empathy and conflict control” to ensure customers’ loyalty.

Trust is the most important dimension in building long-term relationship with customers.

Customer satisfaction is placed as a mediator variable between relationship marketing dimensions and customer loyalty, which affects the strength of the relationship between them.