أثر التسويق التفاعلي على تحسين جودة العلاقة مع الزبون : دراسة حالة البنك الوطني الجزائري وكالة بوزريعة

Abstract EN

The aim of this study is to evaluate the interactive marketing (IM) effect on customer relationship quality (CRQ) including satisfaction, trust and commitment indicators.

In order to determine direct and indirect effects among these latent variables, a data sample of 132 customers of Algerian National Bank's Bouzareah agency was collected and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method in SmartPLS3 software.

The analysis of structural model relationships, through estimated path coefficients, shows that interactive marketing has a positive direct impact on satisfaction (0, 84), trust (0, 26) and commitment (0, 18).

In addition, there is an indirect effect between IM and the two variables of trust (0, 59) and commitment (0, 26) via the mediating of satisfaction variable.

Meanwhile, there is an indirect effect between IM and commitment (0, 31) via the mediating of trust variable.

The total effect (both direct and indirect combined) is quite pronounced (>0, 80), indicating the relevance of IM in explaining relationship quality of ANB's Bouzareah agency with their customers.