تأثير جودة الخدمة على صورة العلامة التجارية دراسة حالة المؤسسة الوطنية للنقل البحري للمسافرين ENTMV وكالة Khemisti الجزائر العاصمة -

Abstract

This study aimed to find out the extent of the impact of the quality of service in its nine dimensions (reliability, responsiveness, treatment, efficiency, communication, reliability and security, understanding, tangibility and finally accessibility of the service) on the image of the brand in the National Organization for Maritime Transport for travelers, where its importance is manifested in highlighting the effective role provided by the various dimensions of the quality of service in achieving and creating a positive image in the mind of the customer. In order to achieve the objectives of this study, we relied on the descriptive analytical approach to analyze the data obtained through the questionnaire and study the relationship between the variables of the study, as the questionnaire was distributed to 135 customers of the commercial agency Khemisti, The processing of hypotheses using SPSS V.25 and indeed after analysis, a set of results was reached that prove that the quality of service in its nine dimensions positively affects the image of the brand, as it plays an important role in improving it.