تحليل الوساطة في أبحاث التسويق: تأثيـر الجودة المدرکة على ولاء زبائن شرکة موبيليس لاتصالات الهاتف النقال "فرع الأغواط بالجزائر"

Abstract

This study Discussed the use of the mediation analysis in the Partial Least Squares (PLS) context; new procedures of PLS have been adopted by providing more accurate alternatives, this research has analyzed the impact of perceived quality on Mobilis’ customer loyalty (CL), by addressing 99 individuals as a sample of the study. In terms of measurement, we adopted the following scales in measuring study variables: Gronroos scale in the perceived service quality (technical quality, functional quality, and image quality), Kotler scale in customer satisfaction (service satisfaction, service provider satisfaction, and the institution satisfaction as a whole), and Reynolds et al scale to measure customer loyalty (perceived loyalty, emotional loyalty and behavioral loyalty); this study highlighted the indirect influence of mediation size. The survey conducted by the researchers confirmed the impact of customer satisfaction (CS) as a mediator, a partial mediation between functional quality and customer loyalty were founded, and between image quality and customer loyalty as well, but it has no impact of customer satisfaction as a mediator between functional quality and customer loyalty. The findings suggested that Mobilis should strive to raise the standard of service satisfaction among its clients in order to strengthen their loyalty, besides; it should find solutions concerning technical quality related to service satisfaction to ensure customer loyalty in the long term. The findings also confirmed the proposal of using bootstrapping technique according to PLS-sem and SmartPLS for the mediation analysis and the evaluation of measurement and structural models by researchers in business and marketing fields. Keywords: Mediation; technical quality; Customers loyalty; Customers Satisfaction; image quality; functional quality.