دور أدوات التسويق الرقمي في تحسين جودة الخدمات الإلكترونية

Abstract

This study aimed to determine the role of digital marketing tools in their various dimensions (website marketing, social media marketing, mobile marketing, email marketing) in improving the quality of electronic services, by evaluating their effectiveness in enhancing communication with customers and meeting their needs and desires. The descriptive and analytical methods were adopted, and to achieve the study objectives, a questionnaire was used as the main tool for collecting data directed to a sample of customers of the Algeria Post Corporation in the state of Setif. The study sample included 140 customers. The data was analyzed using the SPSS.V29 program to describe the study data, analyze it, and test its hypotheses, in addition to relying on an interview conducted with one of the officials of the institution. This study reached several conclusions, most notably: a statistically significant positive impact of digital marketing tools on improving the quality of e-services at Algeria Post in Setif Province, at a significance level of α≤0.05. Finally, the study offered a set of recommendations and suggestions for improving the quality of e-services using digital marketing tools.