مجلة التمويل والاستثمار والتنمية المستدامة
Volume 10, Numéro 2, Pages 451-470
2025-12-29
The Impact Of Intellectual Capital On Customer Satisfaction And Loyalty In Startups: An Applied Study On Yassir Company
Authors : Nabti Sara . Mechri Hasna .
Abstract
This research aims to examine the impact of the dimensions of intellectual capital (human, structural, relational) on customer satisfaction and loyalty at Yassir Company, while exploring the role of customer satisfaction as a mediating variable. The study employs a descriptive analytical approach supported by statistical methods using SPSS software to test the hypotheses. The results showed that structural and relational capital significantly influence customer satisfaction, which is a key factor in enhancing loyalty. It was also observed that the effect of these two dimensions on loyalty decreases or disappears when satisfaction is included as a mediator, confirming that customer satisfaction fully mediates the relationship. Conversely, human capital did not have any notable effect on either satisfaction or loyalty, reflecting its limited role in shaping the customer experience.
Keywords
Intellectual Capital ; Customer Satisfaction ; loyalty at Yassir
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