The Relationship between the Loyalty Program Quality and the Consumer Loyalty Behavior

The literature review revealed the importance of relationship marketing to retain and maintain the most profitable customers (Customer Relationship Management). The Loyalty Program Quality (LPQ) will reinforce and consolidate the loyalty of customer to the brand. The objective of this study is to examine the relationship between LPQ and behavior of customer loyalty through: the word-of-mouth (WOM), the complaint and intend to repeat purchase. This study will be applied to the brand CARREFOUR MARKET in Tunisia