Abstract
- Purpose: To determine the effect customer – organization identification in enhancing customer loyalty through the intermediary role of customer satisfaction.- Approach / Methodology: A sample was elected of customers Zain Telecom was strong (302) individual, using a questionnaire designed in the light of previous studies, was drafted scale and tested in the light of a set of statistical methods developed (factor analysis exploratory, factor analysis, test KMO). Then test hypotheses through structural equation modeling .- Results: The high level of identification of customers with the identity of the company, which motivates them to express positive attitudes and intentions towards the company, especially positions satisfaction and intention to stay with the company.- Originality / value: The value of the current at the entrance of a contemporary relational The customer - the organization identification and confirm its effects in enhancing customer loyalty. The research also provided a practical measure of the three variables of the study.- Keywords: customer - the organization identification, test KMO, structural equation modeling.
