Study of the loyalty determinants impact on the loyalty of the Algerian consumer : a study of the Volkswagen foundation for cars products in Algeria

الملخص EN

We have tried in this article to treat one of the most modern marketing concepts which is "loyalty behavior"; where we tried to study the impact of the determinants of loyalty (attitudes, frequent purchase, customers satisfaction, cognitive economy, the global quality, the change costs) on the loyalty of the Algerian consumer, a field study for Volkswagen Foundation, in Algeria.

For this purpose, we tackled the concept of the loyalty, as its most important approaches and its account methods in order to permit us to study the impact of these determinants on the loyalty behavior of the Algerian consumer in the cars market especially the German brand Volkswagen for cars and its affiliated brands.

So, we have to resort to a field study when we meet the customers of German brand Volkswagen in four different regions of Algeria: Tlemcen, Algiers, M'sila and Setif.