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L’effet médiateur de l’expérience client sur la relation entre la gestion des réclamations et la fidélité du client

HAMMOUCHE Jamila , ELHOUARI Djamel

Abstract:
The primary objective of this article is to study the mediating effect of customer experience
on the relationship between complaint management and customer loyalty in the mobile phone
industry. In order to identify direct and indirect links between these variables, we conducted
quantitative research with a sample of 229 claimants. We use Structural Equation Modeling (SEM)
with the Partial Least Square (PLS) approach to test our hypotheses. The results show that
complaint management does not have a direct effect on customer loyalty, but its effect is indirect
via the customer experience. In conclusion, it is important for the operator to provide their
customers with a positive and memorable experience.
Keywords: complaint management, customer loyalty, customer experience, PLS approach.
Jel Classification Codes: M31.