أثر أبعاد التسويق بالعلاقات على تحقيق ولاء الزبون للشركة الجزائرية للتأمينات CAAT : دراسة حالة عينة من عملاء وكالة الأغواط

Abstract EN

This study aims to reveal the impact of the dimensions of relationship marketing (trust, commitment, communication and satisfaction) on achieving customer loyalty to the institution, so that the descriptive analytical approach was relied on, and for that we chose the national insurance company CAAT, Laghouat agency, and we used the questionnaire as a tool for data collection, and we processed the data using the statistical packages program SPSS / V26.

the study found that there are varying effects of the four dimensions of relationship marketing on customer loyalty at the national insurance company CAAT agency in Laghouat, and the study recommends the need to pay attention to new dimensions of relationship marketing and build a long-term relationship with customers in order to achieve the highest loyalty for the longest possible period.