استراتيجيات التسويق بالعلاقات ودورها في تحقيق ولاء الزبون في المنظمة الخدمية - دراسة حالة زبائن مؤسسة موبيليس -

Résumé: This study aimed to illustrate the role of relationship marketing strategies in achieving the loyalty of Mobilis customers. Developments in modern marketing concepts have led the service organization to focus on customers rather than on the organization, relying on the content of building a long-term and mutual relationship between the parties to the transaction. (Clients, organization) This concept is known as relational marketing and is an indicator of the success of service organizations in achieving the most important endeavour of customer gain, satisfaction and loyalty in an environment of strong competition. The study was identified from two main variables: Relationship marketing as an independent variable measured by the following strategies: (Service assurance, service retrieval, internal marketing, customer relationship management, CRM), and customer loyalty as a dependent variable measured in dimensions (satisfaction, commitment, trust). The preliminary data was collected between 15 June and 25 September2021, using easy preview as a means of this study, and included (49) the final form, with a sample size of 700 permanent MPI clients. In its application, the study relied on IBMR/SPSSRAMOSTM V26 (an updated version) for descriptive analysis and also for testing the study model and associated hypotheses, and knowledge of the compatibility of micro and macro variables of the model with realistic data. The most important result of this analysis was that all marketing strategies with considered relationships have a bearing on loyalty to the clients examined at Mobilis in question. The study found that the studied service organization was embodying relationship marketing strategies to retain customers, and made several suggestions regarding the adoption by the service organization of the approach to the considered relationship marketing strategies as a basis for achieving loyalty

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