دور التسويق بالعلاقات في تعزيز الولاء لدى الزبائن: دراسة حالة وكالة السياحة والأسفار "لجدار" بتيارت

Abstract EN

The study aims to measure the level of adoption of the of the dimensions of relationship marketing in the travel and tourism agency of Ledjdar -Tiaret-.

Then evaluate the extent to which these dimensions contribute to enhancing loyalty among the agency's customers.

To realize our work, we use a questionnaire to collect data, and the Statistical Package for Social Science (SPSS.

V21) to analyze it.

The study finds a good degree of adoption of the four dimensions of relationship marketing (commitment, Bonding, interaction and satisfaction) in the agency.

It also finds a positive and significant statistical effect of adopting these dimensions in enhancing the loyalty of the agency's customers.

The study recommends improving the dimension of Bonding with customers, and maintaining the level of services while keeping pace with developments in information and communication technology.