The antecedents of brand loyalty through the Attitude-Relationship approach

آمنة ريان

doi:10.34118/djei.v15i1.3714

آمنة ريان جامعة الأغواط، الجزائر

DOI: https://doi.org/10.34118/djei.v15i1.3714

الكلمات المفتاحية: رضا, ثقة, تعلق, ولاء الزبون

الملخص

تهدف هذه الدراسة إلى التعرف على محددات ولاء الزبون وفق المقاربة: مواقف- علاقة، من خلال اقتراح نموذج تصوري تم التحقق من صحته تطبيقيا في سوق الخدمات الاتصالية الجزائرية، حاولت هذه الدراسة دمج متغيرات ذات طابع موقفي إضافة إلى المتغيرات العلائقية بهدف تفسير سلوك الولاء وإعطائه بعدا جديدا لا يقتصر على السلوك الشرائي فقط، بل يتعدى ذلك ليصبح علاقة تكتسي عدة أوجه: تصورية، إدراكية، حسية.

التنزيلات

بيانات التنزيل غير متوفرة بعد.

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محددات ولاء الزبون وفق المقاربة: مواقف-علاقة

الملخص

التنزيلات

المراجع