أثر ملائمة الخدمة في تحسين جودة الخدمة المدركة لدى الزبائن

Abstract

This study aimed to investigate the impact of service convenience on improving perceived service quality among Air Algérie customers. The study was based on a central research problem concerning the extent to which service convenience affects perceived service quality. A theoretical framework was developed covering the concepts of services marketing, service convenience, and perceived service quality. The study adopted a descriptive-analytical approach, using a questionnaire as the primary tool for data collection and statistical analysis. The empirical findings revealed a very strong positive and statistically significant relationship between service convenience and perceived service quality. The dimensions of service convenience explained a substantial proportion of the variance in perceived service quality. Furthermore, all dimensions of service convenience (decision convenience, access convenience, transaction convenience, benefit convenience, and post-benefit convenience) were found to contribute significantly to enhancing customers’ perceptions of service quality. The study also confirmed the importance of perceived service quality dimensions, namely tangibles, reliability, responsiveness, assurance, and empathy. Based on these findings, the study proposed several practical recommendations for Air Algérie, including strengthening technological infrastructure, improving continuous and effective communication with customers after service delivery, modernizing the fleet and facilities, training employees, simplifying procedures, and developing customer loyalty programs. The study concludes that investing in service convenience represents a direct investment in enhancing perceived service quality, thereby promoting customer satisfaction and loyalty.