التسويق بالإحالة ودوره في إستمالة السلوك الشرائي للمستهلك الجزائري

Abstract

This study aimed to identify the role of referral marketing on consumer purchasing behavior Algerian through its five dimensions (the prevalence of referral marketing, the credibility of referral marketing, the sources of survey referral content marketing referral programs to enhance customer referrals), and to achieve this we relied on the use of the descriptive analytical approach using the method. Marketing due to its suitability to the nature of the study, where a questionnaire was designed as a tool for collecting data, it was presented to a number of specialized arbitrators, and the proposed modifications were made by the arbitrators professors, which is represented by the Algerian consumers in the state of Mila, which numbered (150) questionnaires, and the number and the questionnaires valid for analysis were distributed to the study sample(133)and we used the appropriate statistical methods through the Spss program, as the study reached some important represented that there is an impact of referral marketing and all results. The independent study variables, the marketing referral credibility of referral marketing sources referral content marketing referral promotion programs customer referrals on the purchasing behaviour of the Algerian consumer at the level of ignificance (less than 0,05) the effect appeared clearly through the application spread, the questionnaire, and the statistical and lists of all variables. The study finally, the study recommended enhancing the effectiveness of referral marketing and its adoption day institutions, although it is at the beginning of its impact on the Algerian consumer, but it is expected to have great effectiveness in the future.