L'impact des interrelations entre les facteurs culturels et la perception de la qualité de service sur la fidélisation des clients des opérateurs mobiles en Pologne
Mots-clés :
la fidélisation des clients, le marketing relationnel, les services mobiles, la théorie des dimensions culturellesRésumé
La fidélisation des clients est tres importante en raison de concurrence intense dans l'économie contemporaine. En outre, des nombreuses entreprises operent sur des marchés étrangers. Par conséquent, elles doivent tenir compte des différences culturelles. Cette recherche a visé a déterminer l'influence de la perception de la qualité de service, des couts de transfert perçus et des modérateurs culturelles sur la fidélisation. La théorie des dimensions culturelles de Geert Hofstede est utilisée dans cette recherche. Les données ont été obtenues aupres de 84 utilisateurs de téléphonie mobile en Pologne via un questionnaire. Les résultats ont prouvé que la qualité de service perçue influence la fidélisation de la clientele. Au meme temps, parmi le groupe de personnes ayant un niveau de l'aversion de l'incertitude élevé, les couts de transfert perçus ont également influencé la fidélisation.
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