The effect of the relationship value with client on his loyalty to the institution through the relationship quality as a mediator variable A STUDY ON A NUMBER OF PRIVATE DENTAL CLINICS IN BOUIRA

Abstract

The aim of this study is to test the relationship between the relationship value and the customer loyalty through the relationship quality as a mediator variable, within the general framework of the relationship marketing philosophy and the concept of the customer relationship management. Using the deductive method and reliance on the case study by distributing a questionnaire to an intentional sample of 216 clients of a number of dental clinics in Bouira. The data analysis was done using the Partial Least Squares-Structural equation modeling. The study concluded that there is an indirect effect of relationship value on loyalty through relationship quality as a mediator variable.
The study recommended the necessity of raising the level of the benefits of the clients and overcoming their sacrifices to raise the level of perceived value, and raising the level of satisfaction and trust to ensure the stability and continuity of the relationship.