مساهمة التسويق الجغرافي في تحسين جودة الخدمات اللوجستية "حليب الحضنة"مع دراسة حالة لمؤسسة بالمسيلة

Abstract

This study aimed to highlight the role of Geomarketing in improving the quality of logistics services at the enterprise "HODNA LAIT" –M’sila. To achieve the objectives of the study, the descriptive approach was adopted to grasp the theoretical aspects related to geospatial marketing and logistics service quality, along with the analytical approach in the applied part to examine the relationship between the study variables. A questionnaire was used as the main tool for data collection, administered at the sales outlets dealing with the company, where 70 questionnaires were distributed and 54 valid questionnaires were retrieved for statistical analysis using SPSS v25. The results revealed a statistically significant correlation between geospatial marketing and the dimensions of logistics service quality, highlighting the effective role of geospatial marketing in enhancing logistics performance and improving the quality of services provided by the company.