Antecedents of Algerian Consumers’ Brand Loyalty: Testing a Structural Model of Mobile Service Providers’ Customers

Abstract

The purpose of this study is to investigate the effect of service quality, perceived value, brand trust and customer satisfaction on brand loyalty in the Algerian services sector. After a short literature review, we conduct an empirical study using the questionnaire survey method to verify the hypotheses. Data are obtained from 200 consumers who bought and used OOREDOO mobile phones service provider. The data are, then, analyzed using confirmatory factor analysis and structural equation modeling. The results demonstrate that service quality has a direct effect on customers’ satisfaction, while the perceived value has an indirect effect on customers’ satisfaction via brand trust. Furthermore, customers’ satisfaction had direct effects on brand loyalty. The research, then, confirms the pivotal role of perceived service quality and perceived value in brand loyalty development and stresses the mediation effect of brand trust on the effects of perceived value on the path to brand loyalty.

Keywords: Service Quality; Perceived Value; trust; satisfaction; loyalty; Structural Equation Modeling.