مجلة الإستراتيجية والتنمية
Volume 10, Numéro 5, Pages 238-255
2020-10-18

The Impact Of Social Media On Customer Loyalty Study A Sample Of International Islamic University Students In Malaysia Who Use The U-mobile Chip



الكاتب : بن طالبي ريم . بروش زين الدين .

الملخص

Our study aims to know the effect of social media with its various dimensions on customer loyalty. We conducted the study on a random sample from the students of the International Islamic University Malaysia who use the U-Mobile sim card. After distributing surveys on the research sample, we analysed and tested the study hypotheses using SPSS. We have found that social media with its various dimensions has a positive influence on the loyalty of U-Mobile customers, but this effect varies from one dimension to another.

الكلمات المفتاحية

social media ; Customer support ; Information exchange ; Service evaluation ; Customer loyalty.

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