اثر برامج الولاء على تعزيز ثقة العملاء

Abstract

This study examines the impact of loyalty programs on enhancing customer trust through a field study conducted on a sample of customers of Viva Hypermarket Setif. The study was based on the following main research question: What is the impact of loyalty programs on enhancing customer trust? To answer this question, a set of hypotheses was developed, assuming the existence of a statistically significant relationship between the dimensions of loyalty programs and the dimensions of customer trust. The study adopted the descriptive approach and used a questionnaire as the primary data collection tool. The study sample consisted of 108 respondents. After data collection, the data were analyzed using the Statistical Package for the Social Sciences (SPSS), version 27, to test the hypotheses and achieve the study objectives. The results revealed a statistically significant positive impact of loyalty programs on enhancing customer trust through its dimensions of ability, integrity, and benevolence. This confirms the importance of loyalty programs in strengthening the relationship between the organization and its customers and enhancing its ability to retain them. Based on the findings, a set of recommendations was proposed to support the effectiveness of loyalty programs and improve service quality, thereby contributing to greater customer trust.