أثر التسويق الإلكتروني في تحسين جودة الخدمة

Abstract

This study aimed to highlight the impact of e-marketing on service quality—a practice that has become a fundamental pillar and an indispensable element for economic institutions in general, and service-oriented ones in particular. This significance stems from the role it plays and the immense benefits it yields for the organization, such as improving service, attracting customers, and achieving a competitive advantage. Service-oriented institutions in Algeria are among those most familiar with this subject; therefore, we conducted a field study at the Algérie Télécom agency in Aïn Témouchent. Questionnaires were distributed to a purposive sample of 32 individuals—comprising both employees and customers—to collect and analyze data and derive final results and insights. We utilized the SPSS (version 26) statistical software package. Following the data analysis and hypothesis testing, we arrived at the following results: E-marketing influences service quality, as evidenced by a statistically significant relationship between the two; furthermore, it was concluded that customers hold a positive impression regarding both e-marketing and service quality at Algérie Télécom.