[ Le rôle de la dimension relationnelle dans la fidélisation des clients: Cas du secteur des télécommunications au Maroc ]
Volume 17, Issue 4, September 2016, Pages 1164–1176
Mustapha Khouilid1, Abdellah Echaoui2, and Lala Sara Yousfi3
1 PhD Student, Département d’économie, Université Mohamed V de Rabat, Morocco
2 Professeur, Département d’économie, Université Mohamed V de Rabat, Morocco
3 PhD Student, Département d’économie, Université Mohamed V de Rabat, Morocco
Original language: French
Copyright © 2016 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Nowadays, commercial enterprises confront a clientele increasingly informed and therefore demanding and volatile, especially in the telecoms sector in Morocco. For that purpose, the customer capital becomes a central concern of these companies. Furthermore, the solution that seems most effective to deal with these challenges is to set up a relational dimension. In order to verify the impact of the relational dimension of marketing on customer loyalty, an empirical study was conducted with 138 customers of Moroccan telecom operators (Maroc Telecom, Meditel and Wana Corporate). The results of this study confirm that all elements of relational marketing have a positive and significant effect statistically on customer loyalty. Found and develop a customer capital is the aim of any business. To this end, Moroccan telecom operators must establish trust with customers, to notify their customers of any information deemed useful and satisfy their expectations while being close to the customer as well as personalizing the customer-company relationship.
Author Keywords: Customer loyalty, Relationship marketing, Customer relationship customization, Communication, The proximity of access to clients.
Volume 17, Issue 4, September 2016, Pages 1164–1176
Mustapha Khouilid1, Abdellah Echaoui2, and Lala Sara Yousfi3
1 PhD Student, Département d’économie, Université Mohamed V de Rabat, Morocco
2 Professeur, Département d’économie, Université Mohamed V de Rabat, Morocco
3 PhD Student, Département d’économie, Université Mohamed V de Rabat, Morocco
Original language: French
Copyright © 2016 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Nowadays, commercial enterprises confront a clientele increasingly informed and therefore demanding and volatile, especially in the telecoms sector in Morocco. For that purpose, the customer capital becomes a central concern of these companies. Furthermore, the solution that seems most effective to deal with these challenges is to set up a relational dimension. In order to verify the impact of the relational dimension of marketing on customer loyalty, an empirical study was conducted with 138 customers of Moroccan telecom operators (Maroc Telecom, Meditel and Wana Corporate). The results of this study confirm that all elements of relational marketing have a positive and significant effect statistically on customer loyalty. Found and develop a customer capital is the aim of any business. To this end, Moroccan telecom operators must establish trust with customers, to notify their customers of any information deemed useful and satisfy their expectations while being close to the customer as well as personalizing the customer-company relationship.
Author Keywords: Customer loyalty, Relationship marketing, Customer relationship customization, Communication, The proximity of access to clients.
Abstract: (french)
Le capital client est devenu au cœur des préoccupations des entreprises en général, et des entreprises commerciales en particuliers qui font face à une typologie de clientèle de plus en plus informée et donc plus exigeante et volatile, surtout pour le secteur des télécommunications au Maroc. La mise en place d’une dimension relationnelle semble être la solution la plus pertinente pour faire face à ces enjeux. Une étude empirique a été réalisée auprès de 138 clients des opérateurs de télécommunications marocains (Maroc Telecom, Meditel, et Wana Corporate). Le but de cette enquête est d’étudier l’impact de la dimension relationnelle du marketing sur la fidélité des clients. Les résultats montrent que tous les éléments du marketing relationnel ont un impact positif et significatif statistiquement sur la fidélité des clients. Ainsi, pour construire et développer un capital client, les opérateurs téléphoniques au Maroc ont intérêt à instaurer un climat de confiance avec la clientèle, à informer leurs clients de toute information jugée utile, et à satisfaire leurs attentes tout en étant proche du client et en personnalisant la relation Client-Entreprise.
Author Keywords: Fidélisation des clients, Marketing relationnel, Personnalisation de la relation client, Communication, La proximité d’accès aux clients.
How to Cite this Article
Mustapha Khouilid, Abdellah Echaoui, and Lala Sara Yousfi, “The role of the relational dimension on customer loyalty: The case of the telecommunications sector in Morocco,” International Journal of Innovation and Applied Studies, vol. 17, no. 4, pp. 1164–1176, September 2016.
