المقدمات العلاقية لولاء الزبون : الرضا، الثقة، الالتزام وعوائق التحول

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(153) `‪56‬א ‪D‬א ‪ )$= - $(< #^6‬א

(154) ‪K‬‬‫‪X‬כא א‪$‬א‪ 1, /)0‬‬ ‫‪Ep‬‬ ‫

(155) ‪ 3 #(3 7‬א‪ "5L‬א‪1‬א=‪ #‬א )& ‪5,S 3‬א( כ ‪31!-‬א ‪'o‬‬ ‫א;א‪ ;< K‬א(א ‪ +,- K‬א‪ 71‬א; א<‪$‬א‪

(156) z‬א‪S‬אא א ‬ ‫א(‪!5 =9‬א <‪ g$‬א‪$<9 T 313 S‬א‪$< =9(

(157) z‬א‪3- !(< / #0‬א‬ ‫א‪ -4

(158) #‬א‪-‬א‪0‬א ‪

(159) ;$<3‬א‪$W‬א אא

(160) )‪.(8‬‬ ‫ כ <*‪(

(161) & & 11‬א‪ 0‬א‪# S‬א ‪: ,‬‬ ‫‪ d‬א‪D‬א‪ R‬א ‪ 1(,‬אא‪ V3 R‬א

(162) ‪ K‬א‪D‬א‪ R‬א‪@0-‬‬ ‫‪ d‬א‪93‬כ א כ^אא <א‪1-‬א ‪D #$,< +,-‬א‪2‬א א

(163) ‪#= 1< K‬‬ ‫ < ‪-‬א ‪@V=3‬‬ ‫‪ (X d‬א‪-‬א‪1

(164) 0‬א=‪ 6 #‬א ‪X‬כא א‪$‬א‪=& 0- )0‬א‪5‬‬ ‫)‪3‬כ

(165) & ‪TC /( -3‬א ‪1‬א=‪ #‬כ^א" ‪2‬א) א‪@V#$‬‬ ‫‪X #6 d‬כא א‪$‬א‪ )0‬אא‪ R‬א(!א

(166) ‪$< 5]($‬א‪ )0‬א^א ‪0`< #6 K 0 1‬‬ ‫‪L6‬א‪I‬א ‪G‬א <`‪ +,- $, #Y‬א‪L‬כ@‬ ‫@‪ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a‬‬.

(167) 147. 2010 7

(168) 10 ‫ א

(169) אא‬. .

(170) ‫ אא

(171) ( א=א‬/‫ א‬#o 1!‫ א‬$< "0‫א‬. /‫^א א<א‬6‫ א‬d @‫ א‬h;‫ א‬V3 K ‫ א(א‬ ‫א‬0‫א‬-‫ א‬K

(172) ‫ א‬71 #^6 ‫א‬D - $(< S‫ א‬K& 76 >$ ‫א‬3 ‫) כ‬9 3 5‫ &=א‬0- 53‫א‬D‫)

(173) א‬0‫א‬$‫כא א‬X #=‫א‬1 K‫!א‬I‫(

(174) א‬X ‫א‬5!- 1 #6 )9 3 R‫" א א‬0‫א‬u

(175) (L‫א א‬Q 2 /( -3 &

(176) ‫כ‬3) t ‫ א‬K

(177) ‫ א‬Y ‫א‬3C /)0‫א‬$‫כ א‬X V3 =9(‫ א‬I‫א‬W3 * ‫כ‬,‫א‬ ‫ )א‬M!‫ א‬R13 ZY & M!, ‫א‬W‫ א‬Z##< ZY & Z<‫א‬G M!‫א‬ +,- ‫ <כ &אא‬/ ‫ א‬#

(178) Z!#

(179) =9(‫ אא א‬ZY & /(‫א‬5,S 3 & & ( 31 &/ (,) M!‫ א‬V3 Z,3‫ <(א‬K

(180) ‫א א‬5$‫א אא

(181) א כ‬$W‫א‬ ‫א‬#,- ‫כ‬1‫; א‬W, ‫^]א‬W3 ‫!א‬- ‫א‬56‫ כ‬3 ‫א‬5#& 1< 31W‫ א‬R13 .)0‫א‬$‫כ א‬X [‫א‬4<‫ א‬0^‫א

(182) א <=(א א‬4C Y ‫כ‬G ‫ כ‬/‫א‬L‫א‬ : ;! , A#$ .3d2. S‫ &כ‬1 ‫א א‬5!3 +!4 =9(, Z(

(183) ‫א‬3 K& 3 [1‫ <`כ‬+,- K

(184) ‫ א‬R‫ א א‬1( :(9) 1(

(185) R‫ ] א א‬U#D @‫א‬5(;= 3 ‫א‬D )*‫ א‬j#‫א <כא‬W‫ א‬##< )9 3 :(3 ‫אכ‬0C 1(

(186) d =9(‫ א‬j#‫ <כא‬#

(187) ?^‫ א‬v&) ‫א‬5# ‫א‬S‫ א‬,‫א‬3 3 7 14‫= א‬9(‫א א‬56C @(‫א‬5#,- H‫ א*א‬1 ‫ א‬ $o S / 39(‫א[ א & א‬4<‫א

(188) א‬4C ‫א‬DC v& :^I‫א‬- 1(

(189) d l!‫א א‬Q /R‫א‬D‫ א‬3 ‫א‬-6 Z ‫ כ‬ p Z‫כ‬X 1 Z6: =9(‫

(190) א

(191) ( א‬K

(192) ‫ א‬3 @ ‫כ‬L3 1 ‫ א‬# 4#6 R‫ א א‬3 ‫א אכ‬L‫ א‬# - 39(, ‫ א‬## 53 "1-‫ =א‬R‫ א א‬$( U#D R‫ א‬9 w#‫ כ‬h( ‫ א‬K& 2003 ! terrasse $-‫ א‬1 /7:‫א‬ t6) ‫א‬L‫א א‬#(T ‫א‬#w< o =9(‫ א‬+,- n‫*^א‬, K

(193) ‫" א‬0‫א‬C ] h( /#o - ‫א‬# :‫ א

(194) א א‬##

(195) R‫ א א‬g U#D /(9S3 K W‫א‬ S‫ &כ‬R‫א‬H6‫ (

(196) א‬31 & (,) M!‫א א‬L

(197) >#- R‫ א א‬Z6`

(198) ‫כ‬Q‫ א כ‬Oliver. 3 T (3 ‫ אא‬4#6 #‫א א‬I‫א‬L!‫ א‬h H‫ א‬#w< o ‫ א‬3. @ @ @ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

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(200) אא ‪2010 7

(201) 10‬‬. ‫‪ hI‬א ‪ /‬כ‪Q‬כ (‪ h‬א ‪ 'D‬א א‪ Z6`

(202) R‬אא

(203) ‪, #

(204) B‬כ ‪-C‬א‪"0‬‬ ‫א‪L‬א א=‪ j‬א^]‪.(10),#‬‬ ‫‪ 3 !T & g‬‬ ‫ ‪1-‬‬ ‫‪5!- 1‬א ‪#6‬‬ ‫‬ ‫‬ ‫ (‪ h‬א א‪D Z6`

(205) R‬א ‪s #^6‬‬ ‫‪s p‬‬ ‫א

(206) ‪ V3 Z=9- ;

(207) K‬א א*^א‪5#,- n‬א ‪ +,-‬א‪ 71‬א;

(208) א‪($‬א‪0‬‬ ‫א‪1$‬א ‪ 3‬א‪$-‬א ‪G 2‬כ

(209) אא א‪,‬כ‪ K& C /‬אא א(‪1= =9‬‬ ‫כ‪-13 K‬א

(210) א(א‪- & "0‬א > א? ככ‪ ^,‬א*)@ ‪Q‬א (‪ $‬א‪

(211) 1-‬א

(212) (‬ ‫א(‪IX =9‬א ‪53‬א כ!‪ A# Z‬כא‪#‬א *‪ >#‬א א‪ R‬א

(213) ‪ K‬א‪& 0 vQ‬א‬ ‫ א(‪ V3 =9‬א & ‪ R13‬א‪5# 31W‬א‪.‬‬ ‫ ‪3‬א ‪! #$ >$‬א א א‪ B# ^6 #w3 $- R‬א=‪ j‬א^]‪,#‬‬ ‫‪-$3‬א

(214) ‪, #w‬כ ‪#*]< 1< /"3 =9- ;< S‬א ‪+,-‬‬ ‫א‪ 71‬א‪^*, #‬א‪ +,- n‬א(‪ =9‬א‪ S‬אאא ‪ +,-‬א‪ 71‬א;‪ /‬כ‬ ‫‪

(215) !T & g‬א

(216) ( א(‪=9‬‬ ‫‪G‬כ (‪D - $‬א ‪5!- `L! #^6‬א ‪1-‬‬ ‫‬ ‫‬ ‫ אכ

(217) ‪,‬כ ‪ #(3‬א<‪4‬א[ ‪3 tWX‬א )‪ & 39-) #(3 ~1D & ( 3 & 0‬‬ ‫‪ / !#(3 "1 (M!3‬א כא‪ K‬א א‪$2C R‬אא כא<^א‪< l‬כ‪ ^,‬א*) א‪1(6‬א‪R‬‬ ‫א‪1$‬א ‪ & /‬א‪#‬אא

(218) ‪ 02‬א ‪ "1‬אא א(‪. =9‬‬ ‫ ‪3 )9 3‬א ‪< K& g] >$‬כ‪ K‬א ‪:< zL‬‬ ‫‪ d‬א‪T‬א ‪ 39- M!3 -‬א ‪ R13 - /‬א‪5# 31W‬א א‪T‬א ‪ -‬‬ ‫א(‪G 1D =9‬א<‪5‬א@‬ ‫‪ Y d‬א

(219) ‪ K‬א ‪ t‬א!‪G M‬א<‪ Z##< ZY /Z‬א‪W‬א ‪/M!,‬‬ ‫א‪ R13 S‬א!‪) M‬א & ‪5,S3‬א( א‪ S‬אא א(‪ #

(220) Z!#

(221) =9‬‬ ‫א @‬ ‫‪ d‬א א‪

(222) R‬כא א‪L‬א ‪ < V3‬א=‪ j‬א^]‪ / 39(, ,#‬א‪H6‬א‪ R‬א‪L‬א‬ ‫ ‪C‬א‪ "0‬א*^א‪ +,- n‬א(‪ V3 =9‬א & ‪5,S 3‬א ‪53‬א <‪#(T #w‬א‬ ‫א‪L‬א )&‪ v‬א‪ #

(223) V4‬א!‪ #‬א^((@‬ ‫‪ d‬כ ‪ [Q‬א‪31‬א ‪ V3‬א‪X‬א‪1

(224) 02 z‬א ‪G‬א ‪2‬א‪ #

(225) G‬א‪^W6‬א{‬ ‫<כא‪ j#‬א*) ‪ g$ C‬א ‪$2C‬אא‪.‬‬ ‫@‪ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a‬‬.

(226) 149. 2010 7

(227) 10 ‫ א

(228) אא‬. . :

(229) 20

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(231) א‬. ‫כ‬fff!$‫ א‬#fff

(232) fff‫ א‬fff=9(‫ א‬fff3 ‫א‬fff#= fff4‫א א‬Qfff fff ‫א‬fff! ‫א‬D ‫כ‬fG 2& 3 /‫ א

(233) א אא‬0‫א‬:‫ א

(234) א א‬#

(235) ‫א‬9‫ א‬02 ‫!א‬T‫ א‬ 11 ]f : 6‫א‬fS‫ א‬/ f3‫א‬- ,f& ]f ) :‫ א )א‬f2& fY9Y f3 "‫!א אא‬$

(236) ‫=!א‬ (ff‫ א‬7ff3 ‫א‬ff# ‫אא‬ff$- 10 ]ff Uff‫א‬S‫ א‬f=9(‫ א‬7ff3 ‫א‬ff# "‫א‬ff$K‫]א‬ff f ,

(237) ‫> אא‬ffI ff- ‫א‬ff5$(< qff< ‫א‬0ff 68 +ff,- "‫א‬ff‫ א‬qff-. Uff#D : #‫א אא‬#T^‫!א א‬$

(238) ‫ =!א‬K& 1(

(239) ‫כ‬G @‫א

(240) א‬2a‫ א‬D& lff6 ff‫א‬1‫ א‬7ff‫ א‬/A!ff4‫ א‬/ ff‫א )א‬ff

(241) , #ffWL‫ א‬t ‫א‬ffW, d .‫!כ‬$‫ א‬V3

(242) ‫ אא‬3‫" א(א‬13 =9(‫א א‬IC +,- #Y`< (K

(243) ‫א‬ ‫א‬f5!- 0‫א‬f:‫ א‬Zf! ‫

(244) א‬. 71f ‫ א‬Z2< ‫!כ‬$‫ א‬V3 =9(‫* א‬6 "H!‫ א‬j,W< d @‫ אא‬,S3 Z! ‫

(245) א‬. 71 f‫ א‬f3 #f(3 7f3 Z! ‫

(246) א‬. ‫!כ‬$‫ א‬#

(247) =9(‫ א‬3 #(3 73 12 d @51 ."5 73" ‫א‬3 1D +C "Z! ‫

(248) א‬. V3 =9(, ‫!כ‬$‫ א‬#(^<" Y d : 7G

(249) # H

(250) 1 ) )

(251) BI J

(252) =K .1d2. 11* V#

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(254) א א‬4<‫ א‬V. ‫ א!' אכאא‬d @‫!כ‬$‫ א‬V3 3‫" א(א‬13 +,- #WL‫ א‬5 ‫ א‬#Y`< !(3 ‫ =א‬02 713 11* ,‫!א א‬#(, t ‫א‬$‫ א‬d. ‫ א

(255) א‬71 ‫א‬5!- 0‫א‬:‫

(256) א א‬, #=9(‫" א‬H!‫ א‬h9‫ א‬713 ‫א

(257) א א

(258) א‬4‫א‬ @‫ א‬7 $!‫כ

(259) א‬Q‫ כ‬/ ‫ א‬,S3 K‫ כא‬#; ‫א‬56& ‫!א‬T‫ א‬Y X #

(260) =9(‫ א‬B#$ MG!‫ א‬0‫(א‬3

(261) ‫ כא‬d +,- #& =9(‫ א‬K& {‫א אא‬61-& Y /( Υ = Β0 + Β1Χ i + ei ) :‫ כאא‬MG!‫א‬ :‫א‬3C MG!‫ א‬K‫כ‬# *,3 (^!3 =9- ‫ א‬K

(262) ‫ א‬#

(263) =9(‫ א‬K& ‫&א‬ "02 ‫א‬6$‫ א‬/( Yi = B0 × X i B ) M 0 3 & & ( Y = B0 × B1 X ) v0‫א‬D& & /MG!‫(א א‬3 !(3 11* (T Student) q60# ‫א‬$‫ א‬:>I - MG6 ‫כ‬ 73" #

(264) ‫א‬5<= # ‫א‬Da‫= א‬9(‫ א‬l6 #,* (R2) 11*‫ א‬3‫(א‬3 ‫א‬$‫א‬ 1. @ @ @ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

(265) 2010 7

(266) 10 ‫ א

(267) אא‬. 150. ) L# ‫א‬$‫ א‬/V

(268) ‫ <א‬#w‫ א" כ‬73" 3 #w‫ " כ‬#! ‫= א

(269) א‬9(‫א‬ h9‫(! א(א א‬3 713 11*

(270) MG!‫א א‬Q #D9 713 11* (Fisher <‫א‬Q‫ א‬z‫א‬$<‫ א‬02 11* (Durbin Watson) ‫א‬$‫ א‬/^‫ א‬- 11*‫ א‬3‫(א‬3 .[02 R1- 3 ( ‫א‬L(‫ א‬#w‫;א )א‬:‫ א‬#

(271) F. (Akaike) ‫א‬$‫ א‬#= 6‫

(272) א‬MG‫ א!א‬#

(273) ,T‫ < א^א‬#:‫ א‬d @(Schwarz) ‫א‬$‫ א‬# $!‫כ

(274) א‬Q‫א כ‬5!#

(275) ‫א‬# :‫; א‬W‫ א‬#2G!, .‫א‬5,]& 11* ‫כ‬G ‫א‬fff5,#,*< kfff‫*א‬, ‫א‬fff5‫א‬0C ‫א‬fff6‫א‬#$‫ א‬fff#3

(276) "‫א‬fff‫ א‬fff^< fff< 1fff /(SPSS 15.0) ( f #-‫א‬2‫ א‬Rff,(, # ‫א‬ffDa‫ א‬f 3 *‫ )א‬: f #‫ אא‬3‫א‬$‫א‬ff

(277) 6‫(א‬ff‫

(278) א‬ qf*< f( f#:‫א א‬Qf (XLSTAT 2008 v2.03) (Microsoft office Excel 2003) .(Microsoft Excel) 3‫א‬6

(279) :

(280) BI =' L G .2d2. A!f4‫ א‬#f

(281) # ‫א‬fDC f0 ‫א‬G f=9- 0f2 R1f- v‫א‬f‫אא כ‬$‫א א‬6 q!#

(282) : f,

(283) ‫( אא‬Asymp. Sig. 2‐sided) f1‫ א‬7ff3 f#= K:

(284) ‫א‬ff‫ א‬ff3‫" א(א‬1ff3 )fff$‫ א‬ff1‫ א‬7fff3 ff3 ff$‫ &כ‬0.052 v ‫א‬fff< ff‫( א‬Pearson Chi‐Square) fff3‫" א(א‬1fff3 #fff

(285) # ‫א‬fffDC fff0 ‫א‬G fff=9- 0fff2 R1fff- ‫כ‬Qfff‫ כ‬/(0.05 "0‫א‬fff-) #ff= K: (Kff

(286) ‫ א‬lff6 ff‫א‬1‫ א‬7ff‫ א‬/ ff‫ )א‬7ff:‫א א‬ff#w‫א

(287) א‬ff‫א‬ +ff,- ff (Pearson Chi‐Square) : f,

(288) ‫( אא‬Asymp.Sig.2‐sided) f1‫א א‬ff3 R1f(

(289) )f6 ‫כ‬Qf

(290) @ f1‫ א‬7f3 3 $‫ &כ‬/0.073 0.069 /0.062 ‫אא‬ lf6 f‫א‬1‫ א‬7f‫ א‬/A!f4‫ א‬/ f‫)א‬K

(291) , #WL‫ א‬t ‫א‬W, #Y`< 02 .

(292) ‫ אא‬3‫" א(א‬13 #w3 +,- "1D +,- ‫( כ‬K

(293) ‫א‬ f f!(3 ‫א‬f= 0f2 71f3 1f1* ,f‫א א‬f!#(, t ‫א‬f$‫!א א‬,(‫א‬. ‫א‬ff

(294) ‫ א‬71ff ‫א‬ff5!- 0‫א‬ff:‫א א‬ff

(295) , f #=9(‫" א‬ffH!‫ א‬h9ff‫ א‬v& ‫א‬ff

(296) ‫א

(297) א א‬4ff‫א‬ 0ff2 R1ff- +ffC ‫!א‬ff, Uff#D @ff‫ א‬7ff $ff!‫כ

(298) א‬Qff‫ כ‬/ ff‫ א‬ff,S3 f,S3 ‫א‬f

(299) ‫ א‬71f Zf!- 0‫א‬f:‫ א

(300) א א‬71 =9(‫ א‬+C "H!‫ א‬v!(3 h9‫א‬ ff ff- )‫א‬ff ff- ‫א‬ff‫ א‬ff,S3 f#$,o& f

(301) ‫א‬2u

(302) ff^ ‫א‬ff3 ‫א‬Qff ‫א‬ff‫א‬ ‫א‬ff

(303) ‫א‬2a‫ א‬qff6‫ @ כא‬R& ‫א‬ff‫ א‬G‫א‬ffW<‫ א‬ff ‫א‬#ff# ff 0 K‫א‬ff‫א כ‬GC ‫א‬ff- "‫א‬ff‫א‬ ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

(304) 151. 2010 7

(305) 10 ‫ א

(306) אא‬. . ‫א‬WfX`‫ כ‬5f=9(

(307) B$<f< f=9(, 5<H6 K& v& /K ‫ א‬56`

(308) %85 $!

(309). fff3 fffS‫( &כ‬v0‫א‬fff‫ א‬kfff‫ א‬fff#-‫א‬2‫ א‬fff=9(‫ )כא‬#fffWL‫ א‬1fff ‫^א‬, 5<fffH!

(310) Vf3 f#=9(‫" א‬fH!‫ א‬f K5

(311) ‫א‬Lf v&) ‫א‬f56,S f‫אא אא א‬#

(312) ‫א‬5I‫א‬$<‫א‬ . ‫ א

(313) א‬V3 #WL‫ א‬9

(314) ‫א אא‬#6‫א‬1#3 [‫א !א‬3 ‫א‬Q /(0‫א‬:‫א

(315) א א‬ Zff!- 0‫א‬ff:‫א א‬ff

(316) ‫ א‬ff vff!(3 h9ff‫ א‬0ff2 R1ff- ff3 ‫א‬61ff‫כ <`כ‬Qff‫ כ‬ ff,S3 0‫א‬ff&) ‫א‬ff

(317) ‫ א‬f#$,o& f

(318) ‫א‬2C ‫כ‬ffG 1ff‫ כ‬/‫א‬ff‫ א‬ff,S3 ‫א‬ff

(319) ‫ א‬71ff Vff3 ff3‫ א(א‬ff ‫א‬ff‫" א‬1ff3 )ffD "‫א‬ff‫ א‬ff ff- )‫א‬ff ff- (‫א‬ff3 f #6 v& ‫א‬ff20 5 ff3 3.5 )1ff(

(320) 5<‫א‬ff

(321) ‫א‬2C qff6‫ @ כא‬#30‫א‬ff= #!ff "1ff ‫כ‬ff!$‫א‬ . #^‫ א‬3 ‫= כ‬:‫ א‬+,- ‫א‬5X 15 "1 3‫אא א(א‬ ) :‫ א‬f4‫אא א‬$- +,-

(322) ‫א‬2a‫א א‬20 V4

(323) ‫= =!א‬9(‫ א‬73 #,* )1f(3 0‫א‬f4C @(0‫א‬f:‫ א‬01f(

(324) lf43 68) f!#(‫ א‬0‫א‬f& f3 0f ‫ אא" כ‬3 ‫א‬f

(325) ‫א‬2a‫ א‬lf43 +f,- Zf

(326) f20 34 : ‫א א‬3 [‫א‬612 vQ‫ א‬V#3‫א‬4‫[ א‬Q ,ff ff3 ‫א‬ff20 5 ff

(327) ]ff3 "‫א‬ff$- 11) f20 55 v ‫א‬ff vQff‫א א‬ffH6 f3‫אא‬ ‫א‬3 v& 55/34 Z! ‫!כ

(328)

(329) א‬$‫ א‬B

(330) < ‫= א‬9(, R‫ א(א‬7‫ א‬K& ‫א‬612 /(‫כ‬# R‫א‬f‫

(331) א‬Z!#f*< f#6‫כא‬3C Vf3 ‫א‬f3 ‫א‬f-6 f$3 7‫א א‬Q $( /% 61.82 k‫א‬ ‫ א‬0& #ff*< ‫א‬ff5#$, (ff‫ א‬f =1

(332) Zff<‫א‬2‫א‬#D‫ א‬Zff<‫א‬$o f (3 K

(333) ‫א‬ff

(334) ‫כ‬ff!$‫א‬ Vffff=‫ א‬+ffff,- ‫א‬31ffffW‫ א‬1ffff< ffff#(^< )‫א‬ffff<‫ א‬ffff‫א) כאכ‬ffff<‫' א‬#‫א‬ffff&. ‫א‬ffff

(335) ‫ א‬R‫א‬ffff‫ א‬R1ffff- ffff#6‫א‬1#‫!א א‬ffff‫א‬0 )9ffff ‫א‬ffff!HD GC /ffff‫א‬... ffff6 ‫כ‬a‫א‬ f& #f

(336) f3 Zf6& fo f^,W3 k‫א‬$f: 6 ‫ אכ‬V=‫ א‬+,- 31‫א א‬31W‫

(337) א‬ . =9(‫ א‬R‫א‬# ‫אא‬ f!#(‫ א‬0‫א‬f& f3 0f f‫ כ‬f

(338) ‫א‬2a‫א א‬f20 Vf4

(339) ‫א‬f!= f‫ א‬73 #,* )1f(3 0‫א‬f4C (0‫א‬f:‫ א‬01f(

(340) lf43 68) "‫א‬f‫ א‬f3 6‫א‬fS‫ א‬4‫אא א‬$- +,lfff43 +fff,- Zfff

(341) fff20 33.19 : ‫א א‬fff3 [‫א‬61fff2 vQfff‫ א‬V#3‫א‬fff4‫[ א‬Qfff 5 ffff

(342) ]ffff3 ‫אא‬ffff$- 10) ffff20 50 v ‫א‬ffff vQffff‫א א‬ffffH6 ffff3‫א אא‬ffff

(343) ‫א‬2a‫א‬ k‫א‬f ‫א‬f3 v& 50/33.19 f ‫כ‬f!$, ‫א‬f

(344) ‫ א‬f R‫ א(א‬7‫ א‬K& 146 @(‫א‬20 .‫כ‬Q‫א כ‬3 ‫א‬-6 )$3 73 /% 66.38. @ @ @ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

(345) 2010 7

(346) 10 ‫ א

(347) אא‬. 152. lff6 1ff1*< V#;ff6 ‫א‬ff!6& C ff‫ א‬f=9(‫ א‬vff#w3 ff3 k‫א‬ff< ffo f =9(, ‫א‬ffDa‫ א‬MGff!‫א א‬ff!$

(348) C ff#w‫ א‬#ff

(349) ‫א‬ff520 # ‫א‬ffDa‫ א‬f =9(‫א‬ .‫א‬5!#

(350) # ‫א‬Da‫א‬ : #! ‫= א

(351) א‬9(‫ א א‬3 #

(352) # ‫א‬Da‫= א‬9(‫א‬.3d2 ff3 ff#w‫ כ‬ff=9(‫ א‬7ff3 #ff

(353) ‫א‬ff5<= # ‫א‬ffDa‫ א‬ff=9(‫ א‬lff6 ff#,* MGff!‫א א‬ff!$

(354) ‫א‬ff!= ‫כ‬ff!$‫א א‬ff

(355) . 71ff V

(356) ‫א‬ff< ff#w‫כ( כ‬,ff f #6) ff‫ א‬7ff3 MGfff!‫ (@ א‬Υi = Β0 + Β1Χ i + ei ) fff#w‫ א‬#fff

(357) fff=9(, fff;W‫א א‬fffDa‫א‬ M 0 f‫ א‬Z,‫כ‬Lf

(358) & ( Yi = B0 × B1 X ) v0‫א‬fD:‫ א‬Z,‫כ‬Lf

(359) ‫א‬f f#w‫ א‬#

(360) :‫א‬ 1f1*‫ א‬f3‫(א‬3 ‫א‬f$‫ א‬:>fI f- ‫א‬f5!3 f‫" כ‬0ff2 3 1‫ א`כ‬/( Yi = B0 × X i B ) 2 Durbin ) ‫א‬ff$‫ א‬/(F Fisher) Lff# ‫א‬ff$‫ א‬/(T Student) q60#ff ‫א‬ff$‫ א‬,(R ) (Akaike) v‫א‬f$‫ א‬#f= #

(361) 6‫

(362) אא‬MG‫[ א!א‬Q #

(363) ,T‫

(364) א^א‬R6 Y /(Watson MGffff!‫ א‬o‫א‬#ffff ‫א‬61ffff-&

(365) ‫א‬ffff‫אא א‬ffff$‫

(366) א‬R‫א‬ffff#‫ א‬1ffff(

(367) Uffff#D /(Schwarz) MG‫א‬ff!‫ א‬2 ff= ) 1ff4‫ א‬#ff$ Uff#D / Β0 f !(3 R1ff( Υi = Β1Χ i + ei ff;W‫א‬ (Akaike) v‫א‬f$‫ א‬v‫א‬f$ ‫א‬fTC MG‫א‬f!‫ א‬f‫א

(368) כ‬f‫אא א‬$‫ א‬#= (

(369) :‫א‬ .(EViews5.1) 3‫א‬6

(370) >I - (Schwarz) 1. Akaike /Durbin Watson. ‫אא‬$‫אא )א א‬$‫) א!א א‬9 3 #= =:‫ א‬G ]:‫ א‬MG!‫ א‬KC U#D 1 = ) 14‫( א‬Schwarz /"1D +,- ‫א‬5!3 ‫ כ‬Schwarz ‫א‬$ #= =:‫כ א‬Q‫ כ‬/Akaike ‫א‬$ MG!‫

(371) ( א‬:‫ א‬MG‫ א!א‬#

(372) 3 D:‫ א‬MG!‫ א‬K& ‫ !א‬#$ 1 = ) 14‫א‬ #w "1D‫ א‬21

(373) Xi #w< ‫א‬,‫ כ‬Z6& v& Υi = 13.618 × 1.026 Χ v0‫א‬D:‫ א‬:‫א‬ .13,97=1,026×13,618 : Yi i. 3 1 B#

(374) 0543 )Q$

(375) Z! ‫

(376) א‬. V3 =9(, ‫!כ‬$‫ א‬#(^< K& ‫כ‬G 3 !6 .( #& =9-) "#$‫ כ‬21

(377) Z

(378) 5,(< Z Z! ‫

(379) א‬. : M9N. Kff

(380) ‫ א‬Vff3 ff=9(‫ א‬ff#(^ ‫א‬ff‫( א‬ff +ffC ff‫א‬1‫[ א‬Qff ff3 ‫!א‬f p r f, ff‫א א‬ff0‫) &

(381) (א‬9ff ff3 [ "0‫א‬ff ‫ א‬ffT ‫א‬IffX ff$(< ff‫א א‬ff5<02 #ff*< ,#]^< j=3 4#6 =9(‫ א‬,‫כ א!^

(382) א‬,‫ א‬R‫ א א‬: ‫א‬5!3 K‫<כ‬ ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

(383) 153. 2010 7

(384) 10 ‫ א

(385) אא‬. . @f;‫ א‬71f‫ א‬f f=9(‫ א‬+f,- fH‫*א‬, #f‫ א‬71f‫ א‬+f,- ‫א‬#*]< 1< "0ff2 Z<‫א‬#‫כ‬,ff /Zff<$ ff4#6 ff‫ א‬hff;‫ א‬0ff- )‫א‬ff=& #=‫א‬1ff3 ff f S‫א‬. f3 & f‫ א‬Vf3 =9(‫ א‬- ‫א‬T‫= @ א‬9(‫ אא א‬S‫כ א‬Q‫ כ‬/Z<‫א‬4!3 vQf‫ )א‬f ‫א‬2a‫) א^א< & א‬0‫א‬$‫ א‬A‫כ‬- / =9(, ‫ א‬##‫ א‬4#6 ‫א‬5,S +f,- ‫א‬f3‫א‬H6‫ א‬fS‫א &כ‬f=9- +f,- f=9(‫) א‬0‫א‬f$‫ א‬f‫ ( כ‬f#6‫ א^א א‬+,- 1( fff‫א אכ‬fffT‫ א‬fff‫ <כ‬+fffC "1fffD‫^ אא‬fff‫א א‬fff2C 71fff( v& @1fff#($‫ א‬71fff‫א‬ : ‫ א!א‬3 -43 ‫!א‬,W‫ א‬U#D @ #‫א‬3 ‫" ^א‬1- - V4‫ א‬ ‫א‬1‫ א‬7‫ א‬/A!4‫ א‬/ ‫

(386) א )א‬, #WL‫ א‬t ‫א‬W‫ א‬Y< d 1= K‫כ‬6 ‫

(387) אא‬/‫!כ‬$‫ א‬V3

(388) ‫ אא‬3‫" א(א‬13 =9(‫א א‬IC +,- (K

(389) ‫ א‬l6 "13 =9(‫א א‬IC +,- #Y`< K

(390) , #WL‫ א‬t ‫א‬W,) + :‫ א‬#T^‫!א א‬#^6 @(‫!כ‬$‫ א‬V3 3‫א(א‬ +C 5<H6 ‫ אא‬,S3 ‫ א

(391) א‬- 0‫א‬:‫ א

(392) א א‬j,W d ‫א‬WX`‫ כ‬5

(393) =9(‫ א‬Y` 5(3 =9(, ‫!כ‬$‫ א‬#(^< & K

(394) ‫ א‬V3 =9(‫א‬ ‫א‬Y`< 3 S‫( &כ‬... #-‫א‬2‫= א‬9(‫= )כא‬9(‫ א‬3 #WL‫ א‬1 ‫^א‬, 5<H!

(395) . ‫ א

(396) א‬V3 #=9(‫" א‬H!‫ א‬K5

(397) ‫א‬L v&) ‫א‬56,S ‫אא אא א‬#

(398) Z! ‫

(399) א‬. 71 Z!- 0‫א‬:‫ א‬Z! ‫

(400) א‬. 71 ‫!כ‬$, ‫ א‬Z2< j,W ‫כ‬Q‫ כ‬/(0‫א‬:‫א‬ =9(‫ א‬,‫א‬3 $o #^‫ א‬9‫ כ‬5$,o& 71

(401) & U#D @‫ אא‬,S3 ‫א‬Q5

(402) =9(‫א א‬9 0‫א‬1(‫ א‬20 A^6 v& @‫א‬5X 15 "1 =:‫ א‬+,‫ א‬Z2< ‫!כ‬$‫ א‬V3 =9(‫* א‬6 "H!‫ א‬j,W<) #6‫א‬S‫ א‬#T^‫!א א‬#^6 1= K‫כ‬6 @(‫ אא‬,S3 Z! ‫

(403) א‬. 71 ‫א‬5!- 0‫א‬:‫ א‬Z! ‫

(404) א‬. 71. 3 #(3 73 02 ) +,- t!< ‫ א‬S‫א‬S‫ א‬#T^‫!א * א‬$Y& d 7‫ א‬K& ‫א‬612 U#D /(‫ א‬3 #(3 73 Z! ‫

(405) א‬. ‫!כ‬$‫ א‬#

(406) =9(‫א‬ o / ‫

(407) אא‬67 k‫ א‬, R‫ א(א‬7‫

(408) אא א‬62 k‫= א‬9(, R‫א(א‬ @ ##‫ כא‬#o ‫א‬56& C #$3 #3 ‫א‬56& # ‫א‬Da‫= א‬9(, ‫!א‬,#,*< )9 3 /

(409) ‫ א!א אא‬j,W3 )9 3 d KC U#D #‫ א‬#

(410) =9- 02 ‫ !א‬#$< /‫ א‬73 =9(‫ א‬73 #

(411) /"#$‫ כ‬21

(412) "5 73" Y ‫א‬3 21

(413) "Z! ‫

(414) א‬. V3 =9(, ‫!כ‬$‫ א‬#(^<" @ @ @ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

(415) 2010 7

(416) 10 ‫ א

(417) אא‬. 154. 6‫כ

(418) א‬G v0‫א‬D:‫ א‬:‫ א‬MG!‫= א‬9(‫[ א‬Q #$ MG6 D& K‫ כא‬ MG‫ א!א‬#

(419) ,T‫^א‬, (Schwarz) (Akaike) v‫א‬$‫א א‬5& ‫אא‬$‫" א‬1- #= #(^<" Y) "#:‫ אא

(420) ( א‬#T^‫!א * א‬$Y& 1= K‫כ‬6 ‫

(421) אא‬/ # ‫א‬Da‫א‬ .("5 73" ‫א‬3 1D +C "Z! ‫

(422) א‬. V3 =9(, ‫!כ‬$‫א‬

(423) G

(424) # OPQK O' R1. > ‫א‬- 02 )*,. .> ‫" א(א‬0‫א‬a‫ א‬v1(

(425) V3 , "^‫ א‬MG‫ _ א!א‬1 ) 14‫א‬ K

(426) ‫" א‬0‫א‬C 1(

(427) ,‫א‬3 =9(‫א‬. R‫ אא‬R‫א א‬. ‫א‬L‫<כא א‬. [‫ אכ‬R‫א א‬. ‫א‬L‫ א‬#]^<.

(428) ‫אא‬ #=9(‫א‬ .)0‫א‬$, =9(‫א‬ "‫א‬ =9(‫א א‬H6 ‫א‬5# ko‫א‬.

(429) ‫אא‬ #<‫א^א‬ .)0‫א‬$,. ‫א אכ‬L‫א‬. .‫כ‬,‫ א‬MG!‫א‬. ,#]^‫א א‬L‫א‬. ‫אכ‬0a‫ א‬MG!‫א‬ (‫א‬. Source: JAZI Salima, proposition d'un modèle intégrateur de la fidélité au point du e vente, (Actes 22 congrès international de l’AFM, Nancy, 11‐12/mai/2006), PP 04‐06.. ( =9(‫ א‬73) X #

(430) # ‫א‬Da‫= א‬9(‫ א‬MG‫א‬6 #

(431) ,T‫א א^א‬6 _ 2 ) 14‫א‬ .(‫ א‬73) Y n = 68, k = 2, tt = 1.99, Ft = 3.99, Υi = B0 × Χ i. 79.27 1.411. B1. Υ i = B 0 × B1. Χ. i. 95.92 1.852. α =0.05,. Υ i = Β 1Χ i + ei. 2923.80 1.759. du = 1.566, dL = 1545. Υi = Β0 + Β1Χi + ei. 105.38. z‫א‬$<‫ א‬12 ‫;א‬:‫ א‬#

(432) <‫א‬G. z‫א‬$<‫ א‬12 ‫;א‬:‫ א‬#

(433) <‫א‬G. ‫א‬6 ‫!א‬#;( "01*3. 0.7387 0.5457. 0.7697 0.5924. 0.9887 0.9776. / !(3. 0.7842 0.6149. !(3 #o !(3. ‐0.68 ‐0.61. ‐0.79 ‐0.73. 6.13 6.16. 6.12 6.18. !(3 !(3. ‫אא‬$‫א‬. Fc Ficher. 1.577. z‫א‬$<‫ א‬12. #

(434) <‫א‬G ‫;א‬:‫א‬ !(3 !(3. MG‫א!א‬. "1(‫ א‬# ‫א‬Da‫ א‬3‫א‬$‫> א‬I - #,*‫ !א א‬t#W,<. Durbin Watson R R2 B 0 / tc B 1 / tc Akaike Schwartz. ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

(435) 155. 2010 7

(436) 10 ‫ א

(437) אא‬. . .K

(438) ‫" <כ א‬Y‫א א(!א א‬3 d 1 ‫כ‬L‫א‬. #=9(‫א" א‬H‫א‬.

(439) ‫א‬4a‫~ א‬1*‫א‬. ‫א אכ‬L‫ א‬#6. ,#]^< )#3. R‫ א א‬S‫ א‬/‫א‬T‫א‬. & K

(440) ‫א‬ ‫א‬L‫ א‬3. 3 D& ‫א‬L‫ א‬R‫א‬H6‫א‬. ‫א‬. #^6 ‫א‬D. ‫א‬1$‫< א‬. .

(441) ‫ אא‬j‫ א(א‬+,- 0‫א‬-‫

(442) א‬WX M‫ א!א‬:1‫א‬ : S( " 1. ‐ BERGERON Jasmin, RICARD Line et PERRIEN Jean, augmenter la fidélité des clients, (Actes 17e congrès international de l’AFM, Deauville 2001), P 09. ‐ BOULAIRE Christèle et MATHIEU Anne, la fidélité a un site web, (Actes 16e congrès international de l’AFM, Montréal, 2000), P 02. 2 ‐ BORDENAVE Amaia et LACŒUILHE Jérôme, l'étude du lien typicalité: fidélité à la marque, (Actes 16e congrès international de l’AFM, Montréal, 2000), P 04. 3 ‐ BOULAIRE Christèle et MATHIEU Anne, Op Cit, P 02. 4 ‐ ABIDI Ahlem, personnalisation, customisation et fidélité sur un site marchand, (Actes 20ème congrès international de l'AFM, Saint‐Malo, 6‐7 mai 2004), PP 06‐14. 5 ‐ KOTLER Philip, Keller Kevin‐lane, Dubois Bernard et Manceau Delphine, marketing management, 12e édition, (Pearson Education, Paris 2006), P 185. 6 ‐ JAZI Salima 2006, Op Cit, P 07. 7 ‐ AUDRAIN Anne‐Françoise et EVRARD Yves, satisfaction des consommateurs : précision conceptuelles, (Actes 17e congrès international de l’AFM, Deauville 2001), P 13. ‐ BELKHODJA Mona, la communication publicitaire institutionnelle: sous les signes et les strategies, (Actes 19e congrès international de l’AFM, Tunis, 2003), P 651.. @ @ @ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

(443) 2010 7

(444) 10 ‫ א

(445) אא‬. 156. 8. ‐ AKROUT Wafa et AKROUT Houcine, la confiance interpersonnelle entre client et fournisseur, (Actes 22e congrès international de l’AFM, Nantes 11‐ 12/mai/2006), P 08. ‐ CHOUK Ines, proposiotion d'un modèle de la confiance du consommateur vis-à-vis d'un marchand Internet, (Actes 20e congrès international de l’AFM, Saint‐malo, 6‐7/mai/2004), P 05. 9 ‐ MIMOUNI Aîda et VOLLE Pierre, MIMOUNI Aîda et VOLLE Pierre, benifices perçus de la fidélisation et sualité relationnelle, (Actes 19e congrès international de l’AFM, Tunis, 2003), PP 537‐538. ‐ BENYOUSSEF Hatim, HOFFMANN Jonas André et VALETTE‐FLORENCE Pierre, les antécédents relationnels de la fidélité, (Actes 21e congrès international de l’AFM, Nancy, 18‐20/mai/2005), PP 06‐07. 10 ‐ ABIDI Ahlem, Op Cit, P 06. ‐ BOULAIRE Christèle et MATHIEU Anne, Op Cit, P 03.. ð‰ì’äi@ó+îÇ@N@c@$$$$$$$$$$$$$@@NNN@HÞìznÛa@ÕöaìÇë@âaŒnÛüa@LòÔrÛa@Lb™ŠÛaI@æìiŒÛa@õüìÛ@òîÓýÈÛa@pbß†Ô½a@.

(446)