Apprehend the loyalty of the customers in eclectic perspective : empirical study

Abstract EN

The objective of this study is to reconsider the loyalty behavior of the customers according to the eclectic approach.

By trying to propose an abstract model validated empirically in the telephony, mobile market of the operator Orascom Telecom Algeria, this study tries to integrate other variables of a relational nature besides the behavioral variables to apprehend the loyalty either as a purchasing behavior only but also as a behavior of exchange by taking into account its various facets: perceptive, cognitive and conative.