URAM-Marketing

Unité de Recherche et d'Applications en Marketing

L’impact de la perception de la qualité du service sur le prosélytisme : Cas des fournisseurs de service Internet en Tunisie


Abstract:

La revue de la littérature a révélé l’importance de marketing relationnel pour fidéliser et retenir les clients les plus rentables (Customer Relationship Management). La qualité perçue du serviceva renforcer la satisfaction, l’attachement et la fidélité des clients à la marque. Le client satisfait par la qualité du servicea tendance à transmettre son adhésion aux autres. L’objectif de cette étude est d’examiner la relation entre la qualité perçue du service et les recommandations par bouche à oreille ou le prosélytisme à travers: la satisfaction, la fidélité et l’attachementdes clients. Cette étude sera appliquée dans le secteur des fournisseurs de service Internet en Tunisie.

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