التسويق الالكتروني ودوره في تحقيق رضا الزبون « د ا رسة استطلاعية لمؤسسة اتصالات الج ا زئر » فرع ولاية شمؼ

Abstract

The aim of this study is to highlight the role of electronic marketing in achieving customer satisfaction in the branch of Algerie Telecom in the Chlef province. It also aims to establish the theoretical and applied relationship between the independent variable, electronic marketing, and the dependent variable, customer satisfaction. To achieve this, a descriptive-analytical approach was adopted, combining theoretical foundations with a field study conducted on a random sample of 140 customers of the Algerie Telecom branch in Chlef. Data was collected using a questionnaire and analyzed using the SPSS software package for social sciences. The study's analysis led to a set of results that confirmed a significant and negative relationship between electronic marketing and customer satisfaction in the Algerie Telecom branch in Chlef. The study also concluded that electronic marketing plays an important role in achieving customer satisfaction and is an integrated strategic tool that focuses on meeting customer needs and expectations. Customer satisfaction is also considered a vital measure for evaluating the performance of companies and brands.