Mémoires de Fin d’Etudes
Etablissement
Université de M’Sila - Mohamed Boudiaf
Affiliation
Département Economique
Auteur
نجوى, سعودي
Directeur de thèse
عبد الحميد برحومة (Docteur)
Filière
Economie : Analyse économique
Diplôme
Magister
Titre
الأثر المباشر لمقدمات الأحاديث المتداولة بين المستهلكين على نشاطها وطبيعتها دراسة ميدانية بالتطبيق على العلامة التجارية كوندور
Mots clés
Key words: Word-Of-Mouth, Activity of word-of-mouth, Valence of word-of-mouth, Satisfaction, Loyalty, Commitment, Trust, Perceived Value, Perceived Quality.
Résumé
Abstract: The study of word-of-mouth is one of the most important issues in the world of marketing, because of it’s great impact on consumer’s purchasing decisions. Like other societies, this phenomenon is well known between consumers in Algeria, the main reason of it’s great spread; is the perceived risk that consumers feel when they want to purchase a product that they have never tray. In this case they ask the advice from people who trust them, and have an experience with this product. In this aria, the current study aims to test the direct effect of: satisfaction, loyalty, commitment, trust, perceived value and perceived quality on both the activity and valence of word-of-mouth. The study showed that all this variables have a positive effect on the activity and valence of word-ofmouth, in addition to confirming the existing of a positive relationship between the activity and the valence of word-of-mouth. On other side, this research indicate that satisfaction, perceived value and perceived quality was less important in affecting the activity and the valence of word-of-mouth, when it compared with loyalty, commitment and trust.
Date de soutenance
16/06/2010
Pagination
142
Format
pdf
Statut
Traitée