دور الكلمة المنطوقة في تقييم علامة الخدمة : حالة خدمات الهاتف النقال في الجزائر

الملخص EN

Word of mouth is a communication between persons, in formal or informal way, in traditional or electronic environment, and it is one of the most importent factors influencing the evaluation and selection of a particular brand.

As well it is the most credibil personal communication tools, which is very important in making different purchasing decisions.

The results indicate that word of mouth spread widely and intensively among customers about various services offered by mobile phone companies operating in Algeria, which confirme its Importent in information transforming.

It also greatly affect the customer’s attitudes and the value they perceive from mobile phone services in Algeria, because of the role that it plays in persuading them both to choose or to judge the level of performance and service through discussions and comparisons that are usually carried out by the customers