The impct of data protection laws compliance on cutomer loyalty : case study LAW 18/07, saa assurances

Abstract

This thesis investigates the impact of personal data protection laws particularly The Law 18/07 in Algeria on customer loyalty. It explores the mediating roles of trust and satisfaction in this relationship. Using a quantitative methodology based on a survey, the study analyzes how compliance with data protection regulations influences consumers’ perceptions and loyalty behavior. Findings indicate that legal compliance enhances both trust and satisfaction, which in turn foster customer loyalty. The study highlights the strategic importance of data privacy compliance in marketing practices, especially in digital service sectors.