دراسات اقتصادية
Volume 13, Numéro 1, Pages 493-517
2026-06-01
Service Quality, Digital Interface, And Customer Loyalty In Saturated Mobile Markets: Multivariate Evidence From Mobilis, Algeria .
Authors : Bouzida Saoussen .
Abstract
Algeria's saturated mobile market - 116.5% penetration, minimal switching costs - forces operators to earn loyalty through service quality rather than promotional volume. This exploratory study tests seven e-marketing mix dimensions against a seven-item loyalty composite (Cronbach’s α = .868) operationalising behavioural, attitudinal, and cognitive sub-dimensions. Following Oliver’s (1999) framework, which positions satisfaction as an antecedent rather than a component of loyalty, a satisfaction item was excluded on conceptual grounds. Among 95 digitally active Mobilis subscribers, three dimensions predict loyalty independently: Product quality (β = .287, p = .018), Website Design (β = .250, p = .050), and After-Sales service (β = .236, p = .046). Promotion is non-significant despite a strong bivariate correlation, consistent with a perceptual integration effect. Price is non-significant throughout. Findings are bounded to young, educated, digitally active subscribers; they should not be generalised to the full Mobilis subscriber base. Future work should replicate with PLS-SEM.
Keywords
e-marketing mix ; customer loyalty ; Service Quality ; Digital Interface ; mobile telecommunications
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