The effect of relationship marketing on customer loyalty in Algeria telecommunication sector

This thesis examines the dynamic relationship between marketing strategies focused on building customer relationships and the loyalty of customers in the telecommunications industry in Algeria. In the midst of rapid evolution and intense competition in the telecommunications sector, it has become crucial to establish long-lasting relationships with customers in order to achieve sustained business success. The objective of the study is to examine the influence of relationship marketing strategies, such as customer engagement, satisfaction, trust-building, and service quality, on customer loyalty within the distinct socio-economic and cultural context of Algeria. Presently, commercial enterprises are faced with an increasingly knowledgeable and consequently unpredictable and demanding customer base, especially within the telecommunications sector in Algeria. As a result, these firms priorities and focus on customer capital as a central concern. Furthermore, the most viable and efficient solution to address these problems is to establish a relational dimension. A field investigation was conducted with 400 customers of Algerian telecommunication companies (Djezzy, Mobilis, and Ooredoo) to analyze the impact of the relational approach of marketing on customer loyalty. The research findings validate that each element of the relational marketing approach has a statistically significant positive influence on customer loyalty. The objective of any company is to establish and enhance its customer capital. To accomplish this, Algerian telecommunication companies must establish credibility with their customers, by providing timely and relevant updates and catering to their requirements, while maintaining a close relationship with them. Additionally, it is necessary to customize the client-company relationship. Keywords: Customer Loyalty, Relationship Marketing, Telecommunication Algeria.