The Mediating Effect Of The Customer Experience On The Relationship Between Complaint Management And Customer Loyalty. L’effet Médiateur De L’expérience Client Sur La Relation Entre La Gestion Des Réclamations Et La Fidélité Du Client.

Résumé: Today, enriching the customer experience seems to become more than ever the leitmotif of many companies that rely on it to continue to attract and retain their customers in the face of fierce competition. In, this article, we looked at the mediating role of customer experience in the relationship between complaint management and customer loyalty in the mobile phone industry. In this perspective we will propose a conceptual model to explain the relationship between complaint management, customer experience and customer loyalty, and through a quantitative study, we will test the validity of these relationships. For practical reasons of accessibility, low response rate we chose the sampling method of non-probabilistic convenience, 229 mobile users of the city of SidiBel Abbes who made a complaint, were interviewed. The data collection method chosen for this study is a face-to-face questionnaire survey. As part of this study, we chose to use Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach to test our hypotheses. Its main interest lies in its ability to simultaneously test the existence of causal relationships between several latent variables, including moderators and mediators.In order to test our research model, we shared our analysis in two steps: First, we analyzed the relationships between the customer experience and the two other variables that make up our model. In a second step, we studied the mediating effect of customer experience in the relationship between complaint management and customer loyalty using the Preacher and Hayes (2008) method. The results of our research show that in the mobile sector, complaint management is positively related to the customer experience, and that customer experience has a positive influence on customer loyalty. In addition, we find that complaint management does not have a direct effect on customer loyalty, but its effect is indirect via the customer experience. Hence, we can conclude that it is important for the operator to give their customers a positive and memorable experience. In conclusion, to face the strong competition, the operators must create a lasting relationship with the customer thanks to his experience. The goal is to allow customers to keep a memory from their different interactions with the operator. A strong, memorable and special customer experience provides a compelling competitive advantage for a business. Operators should therefore make investments in complaint management because it can improve the ratings of the quality of customer service, create positive customer experience and strengthen customer relationships.

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