نمذجة العلاقة السببية بين جودة الخدمة المدركة و قيمة الزبون بما يعزز رضاه تجاه المؤسسة : دراسة ميدانية لعينة من زبائن القرض الشعبي الجزائري CPA

Abstract EN

The study aims at identifying the direct effects of perceived quality of service on customer satisfaction, and indirectly by contributing the customer’s value to the effect by modeling the causal relationship between them.

To achieve this, we applied the Christian Gruhnroos perceived quality scale as an independent variable and its relation to enhancing customer satisfaction from the institution as a dependent variable based on the Parasuraman, Zeithaml and Berry model.

The study used a measure of customer value as a mediator variable, based on a random sample of (247) customers of Algerian popular loan CPA.

The structural modeling of SEM was used to test the direct and indirect impact of study variables using Smart PLS.

The study reached a number of results such as: -There is a direct effect is statistically significant of perceived quality of service (tangible material aspects, reliability, responsiveness, safety, and empathy) to achieving customer satisfaction at a significance level of 0.05.

-There is the direct effect is statistically significant of perceived service of quality as well, and has a direct impact on the customer satisfaction.

-There was also an indirect impact of perceived quality of service on customer satisfaction with customer value as a mediator variable at a significance level of 0.05.