تأثير محددات الجودة المدركة للخدمات على ولاء الزبون

Abstract EN

This study treats the subject of client loyalty through his attachment to the quality and satisfaction with services, so, we have tried to present a theoretical framework that delineates and defines various aspects of these two terms, also we focused to demonstrate the relationship between perceived quality and client loyalty in the service sector, by putting light on the mobile phone market, where quality in this market is considered the principle of customer satisfaction, and satisfied customer is considered a loyal customer in the future.

In this study we considered that the perceived quality, trust, commitment, dedication and loyalty as fidelity criteria for a given company, discarding the agreement as a variable key in terms of loyalty, all focusing on perceived quality.

The objective was to determine the extent of the influence of the above criteria on the loyalty of customers of different mobile operators in Algeria, and that by generating a positive attitude among customers.

To reach this objective, a questionnaire was designed and developed in order to collect the necessary data for analysis.

It was equally distributed to 300 regular customers of these companies object of study, by using a statistical package of social sciences in the analysis of the study data.

The study that we conducted revealed that the increase in quality of service converges towards building confidence in the service provider; also push to increase and strengthen the engagement of the customer with the same operator, and consequently creating a sense of connection with the service received, and that contributes to increase the degree of their loyalty to the service provider, whole by supporting and keeping intention to continue to deal with the same provider and creating positive opening to him, through the attempt to influence the relatives and customer environment.