ادارة خبرة العميل ودورها في تعزيز العلاقة (مؤسسة - عميل) دراسة حالة المؤسسة التأمينية الجزائرية

Abstract

This study addresses Customer Experience Management as a contemporary pillar for enhancing the relationship between institutions and their clients in the insurance sector. The research highlights that focusing solely on service quality is no longer sufficient; a comprehensive approach that considers all elements affecting the customer experience has become essential. To achieve the study objectives, a descriptive-analytical methodology was adopted, supported by a field study conducted on a sample of 70 clients, based on three main hypotheses and nine sub-hypotheses. Data analysis was performed using a suite of statistical tools, including SPSS (V27) for hypothesis testing and quantitative indicators, and Excel for designing charts and descriptive statistics, which provided a clear profile of the sample. The findings revealed that the institution–client relationship is variably influenced by the dimensions of Customer Experience Management. Service quality emerged as the most influential factor in improving clients’ responsiveness, while the competence of service staff played a pivotal role in enhancing client satisfaction and building a stronger relationship. Meanwhile, the physical environment of service delivery contributed to reinforcing reliability by improving the overall institutional impression and strengthening the institution’s image among clients. These applied results confirm that achieving a positive customer expertise requires an integrated management of its various dimensions, which in turn strengthens and sustains the relationship between the insurance institution and its clients. Consequently, Customer Experience Management emerges as a strategic tool essential for ensuring the continuity of this relationship.