The role of the relational dimension on customer loyalty: The case of the telecommunications sector in Morocco

Le rôle de la dimension relationnelle dans la fidélisation des clients: Cas du secteur des télécommunications au Maroc

Mustapha Khouilid, Abdellah Echaoui and Lala Sara Yousfi
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Mustapha Khouilid: Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal]
Abdellah Echaoui: Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal]
Lala Sara Yousfi: Faculté des Sciences Juridiques, Economiques et Sociales - UM5 - Université Mohammed V de Rabat [Agdal]

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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.

Keywords: proximity of access to clients; Communication; Customer relationship customization; Relationship marketing; Customer loyalty; Personnalisation de la relation client; Marketing relationnel; Fidélisation des clients; proximité d’accès aux clients. (search for similar items in EconPapers)
Date: 2016-09
New Economics Papers: this item is included in nep-ara and nep-mkt
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Published in International Journal of Innovation and Applied Studies, 2016, 17 (4), pp.1164-1176

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