محددات رضا و وفاء الزبائن في قطاع الخدمات : دراسة تجريبية لزبائن وكالة السفر

الملخص EN

In this paper, the effect of variables including: brand experience; perceived service quality; brand trust and customer’s satisfaction, on customer’s loyalty was investigated.

After reviewing the literature on determinants of brand loyalty, we conduct an empirical study using the questionnaire as a method to verify our hypotheses.

The survey was conducted on 159 people in Tlemcen city.

The data were, then, analyzed using principal components analysis [PCA] and structural equation modeling [SEM].

According to the results of the research, it was determined that: brand experience; perceived service quality; brand trust have a direct effect on customer’s satisfaction.

Furthermore, customer’s satisfaction had direct effects on brand loyalty.

The research, then, confirms that the mediation effect of customer’s satisfaction has an yet significant effect of these variables on customer’s brand loyalty