أبعاد التسويق بالعلاقات كأحد توجهات التسويق المعاصر و أثرها على و لاء الزبون : دراسة حالة مؤسسة اتصالات الجزائر وكالة الجلفة

الملخص EN

This study aims at trying to uncover the dimensions of relationship marketing and its relation to customer loyalty.

The analytical descriptive method was used.

The study sample consisted of 98 customers from Algeria Telecom institution.

The results of the study showed that there was a statistically significant relationship between the dimensions of relationship marketing (satisfaction, commitment, trust, value, communication, interaction) and customer loyalty at a significant level (0.05).

There are statistically significant differences between the trends of the customers of Algeria Telecom Agency in Djelfa in their evaluation of the dimensions of marketing relationships is related to sex and age, the duration of dealing with the institution, and there are no statistically significant differences between the trends of customers of Algeria Telecom in Djelfa in their evaluation of the dimensions of marketing relationships that have significant relation with the educational level.