Analysis of Mediation in Marketing Research (Impact of Perceived Quality on Customers Loyalty - Mobilis Agency – Laghouat)

Abstract

This study Discussed the use of mediation analysis in the Partial Least Squares (PLS) context; new procedures of PLS have been adopted by providing more accurate alternatives, this research has analyzed the impact of perceived quality on Mobilis’ customers loyalty (CL) , and highlighted the indirect influence of mediation size.

The survey conducted by the researchers has confirmed the impact of customers satisfaction (CS) as a mediator, a partial mediation between functional quality and costumers loyalty has been founded, and between image quality and CL as well, but it has been no impact of CS as a mediator between functional quality and CL.