محددات وفاء الزبون في مجال الخدمات : دراسة حالة زبائن وكالة السفر

الملخص EN

The purpose of this paper is to examine the effect of brand communication, perceived service quality, trust and customer satisfaction on customer loyalty in the service sector.

Thus, after a short review of the literature, we will present the results of an empirical study conducted with a sample of 172 customers of the travel agency in Tlemcen City.

To test the hypotheses and measure the relationships between the variables, a reliability test of the questionnaire items was conducted, followed by a confirmatory factor analysis using the structural equations method.

The results of the statistical analysis confirmed all the hypotheses set out in the research.

Therefore, depending on the results, brand communication, perceived service quality, trust and satisfaction are considered as a preditors of customer loyalty.