أثر اتجاهات سلوك المستهلك نحو الخدمات الاتصالية على ولاء الزبون

Abstract

This study aims to analyze the impact of consumer behavior attitudes toward communication services on customer loyalty in Mobilis Company by identifying the nature of the relationship between consumers’ evaluations of provided services and their level of attachment to the company. The study focuses on several dimensions of communication services, including service quality, prices and tariffs, after-sales services, and innovation and technology, as key factors influencing consumer attitudes and strengthening loyalty. To achieve the objectives of the study, the descriptive analytical approach was adopted through collecting field data using a questionnaire directed to a sample of Mobilis customers in Setif. The collected data were analyzed to test the hypotheses related to the relationship between the study variables. The study seeks to highlight the importance of understanding consumer behavior in developing effective marketing strategies and improving communication services in order to increase customer satisfaction and retention. It also emphasizes the role of positive consumer attitudes in enhancing customer loyalty and strengthening the competitive position of the company in the telecommunications market