The Role Of Public Relations In Enhancing Customer Loyalty A Field Study

Abstract

The concept of customer loyalty has become extremely important from the perspective of organizations, which now seek to satisfy their existing customers and build their loyalty rather than constantly searching for new ones. Many organizations have realized the necessity of continuously influencing purchasing decisions by employing various communication policies, including public relations. Among the Algerian institutions that have prioritized public relations is Mobilis. Our study aims to highlight the role of Mobilis„s public relations programs n enhancing the loyalty of its customers. This was achieved by distributing a questionnaire to 400 Mobilis customers. Data analysis and hypothesis testing were conducted using the Statistical Package for the Social Sciences (SPSS). The study finds that there is a statistically significant impact of public relations on reinforcing the loyalty of Mobilis customers to the company and its products.