Master

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    Sécurité Perçue Et Confiance Comme Déterminants De l'adoption Du Paiement Électronique En Algérie Présentation du projet Innovant WassitPay
    (Ecole Superieure De Managment Tlemcen, 2026-06-28) Midoun Mohammed El Amine
    This research examines the influence of perceived security on the adoption of electronic payment in the context of e-commerce in Algeria. Through a theoretical study, it highlights the central role of perceived security in reducing perceived risk, strengthening trust, and indirectly influencing adoption intention. To address the main weaknesses observed in the Algerian market, the innovative project WassitPay was developed as a secure intermediary platform designed to protect transactions, build trust between stakeholders, and encourage the transition toward more reliable digital payment solutions. The findings confirm that the development of electronic payment depends not only on technology but also on users’ trust in the digital environment
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    The Role of Relationship Marketing in building customer loyalty CASE STUDY: OXXO SPA ALGERIE
    (école superieure de managment tlemcen, 2020) MANSOURI Malak
    In a constantly changing market, and in the face of competitors, the use of relationship marketing by companies, is more than ever essential, in order to establish a good relationship with its customers in the long term as possible and to try to follow them and seek their needs and desires so that they feel precious and valuable and also to satisfy them constantly in order to create "trust and to obtain a commitment with, and therefore to retain them. The aim of this research is to find out the role played by relational marketing on customer loyalty within the “OXXO SPA Algeria” company. This objective is achieved first of all through a literature review of the key concepts related to relational marketing and satisfaction and loyalty. Afterwards, a field study, Thus, a questionnaire was designed for this purpose and sent to a random sample of 60 customers, to evaluate the relationship marketing approach and the quality of the relationship that connects them with the company. The results of the research will be analyzed. These results allow us to confirm or infirm our hypotheses
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    Le rôle du marketing digital dans la confiance de la communauté virtuelle
    (école superieure de managment tlemcen, 2020-12-02) Iskounen Nassim
    In order to build a relationship of trust with its community, brand content is a relevant and interesting digital marketing tool for the brand since it provides rich and varied content to consumers according to their interests and at the right time; and thus increases the number of interactions allowing the brand to be fully developed. The objective of our research work is to study the effect of this brand content on consumer trust through three types of content namely: entertaining and playful content, useful and practical content and informative and discovery content. We tried to answer the problem of this research by basing ourselves on a literature review provided and on the results of our observation on the net study which allowed us to categorize the contents posted by the telephone operator “Ooredoo” and to know the reactions of the brand community to these posts. Then, we tested the degree of consumer trust with a specific measurement scale through a quantitative study carried out on the basis of a questionnaire administered to 201 respondents. The results of the quantitative study allowed us to test our reliability and the three types of branded content and consumer confidence. Of the scale using Spss24. We concluded that the Algerian consumer is a hyper connected and multi-media consumer. We have also found that entertaining and useful content have a direct and positive impact on consumer trust. However, informative content has no impact on the latter. Finally, we have cited the main contributions of our research as well as the limitations associated with them so that they can be improved in future research.