تحديد رضا العميل و ولائه لمؤسسة Ooredoo من منظور مؤشر ECSI

Abstract EN

The main purpose of this study is to determine customer satisfaction and loyalty of the OOREDOO company, therefore we have distributed a questionnaire on a random sample of OOREDOO company customers.

The European customer satisfaction index (ECSI) was used to measure the strength and direction of the determinants of customer satisfaction and loyalty so that we use structural equation models (PLS approach) to test the search model.

The findings suggest that the perceived value effects more than other variables on customer satisfaction, image, expected service and finally the perceived quality, furthermore this study showed that the perceived value is positively influenced by the expected service and the perceived quality.

The results also show that the image do not have a direct effect on consumer loyalty but it has a indirect effect on him and of course with the existence of customer satisfaction as intermediate Variable, also that customer satisfaction has a positive effect on customer loyalty.