كيف يؤثر رضا الزبون على نية الشراء ؟ : دراسة الدور الوسيط للكلمة المنقولة

Abstract EN

This study aims to examine the mediating role of word-of-mouth in the relationship between satisfaction and purchase intention.

Data were collected through the distribution of a survey questionnaire to 220 consumers in the city of Tlemcen.

Structural equation modeling was used to test the research hypotheses.

The results show that word-of-mouth mediates the relationship between satisfaction and purchase intention.

Managerial implications and directions for future research are discussed