société générale بولاية عين تموشنت اعتماد الخدمات المصرفية الإلكترونية عبر الهاتف المحمول و اثرها على جودة تجربة العميل الرقمية دراسة ميدانية على مستوى بنك

Abstract

This study aims to analyze the impact of mobile digital marketing on the digital customer experience at Société Générale Bank in Ain Témouchent, while highlighting the role of trust as a mediating variable between the two variables. To achieve the objectives of the study, the descriptive analytical method was adopted, and a questionnaire was used as the main tool for data collection from a convenience sample consisting of 50 bank customers. The collected data were analyzed using SPSS software through several statistical methods, including arithmetic means, Cronbach’s Alpha, Pearson correlation coefficient, linear regression, and mediation analysis. The findings revealed a statistically significant positive effect of mobile digital marketing on the digital customer experience. The results also showed that trust directly contributes to improving customer experience and plays a mediating role in the relationship between the variables. In addition, the study found that marketing services and digital features are among the most influential factors in enhancing the digital customer experience in the banking environment.