أثر تطبيق إدارة خبرة العملاء على إدراك جودة العالقة مؤسسة-عميل: دراسة قياسية على المؤسسات الفندقية في الجزائر

Abstract

This study aims to define customer experience management as one of the modern methods of management and its Applicability in hotel establishments in Algeria and its impact on the client relationship quality, and increasing the interest of hotel establishments in the importance of managing customer experience. To achieve the study's objectives, the analytical descriptive methods was used. The study included (04) main hypotheses, from which (24) sub-hypotheses emerged. We used the Paper and the electronic questionnaires as the main tool in collecting data and information, and they were distributed to a convenience sample of 300 clients with experience in hotel services in Algeria and rated from one star and above. All questionnaires have been retrieved and all are 100% valid for analysis. The Spss v26 program was used to describe and analyze the characteristics of the study sample and their answers to the survey questions. Structural equation modeling based on Partial least squares was relied upon to analyze the relationship between variables and testing the study hypothesis by using the statistical program (SmartPLS4). The study concluded that applying customer experience management in hotel establishments in Algeria has a positive impact on the quality of the relationship between the organization and the customer, and its impact increases through perceived quality. However, the effect of customer experience design on customer commitment was not significant, but through the mediation of perceived quality it became significant. Also, the dimensions of customer experience management (designing the customer experience, providing the customer experience, measuring the customer experience) positively affect the mediating variable of perceived quality, and امللخص the latter had a positive effect on the dimensions of relationship quality (trust, commitment, satisfaction). The field visit also allowed some hotel establishments and interviews with relevant entities also allowed us to conclude that customer experience management is already applied in hotel establishments in Algeria to varying degrees and in a manner that is not done within a prior strategy. Nevertheless, it was found to have a positive impact on the quality of the hotel enterprise's relationship with the client.