أثر التفاعل الرقمي علي ثقة الزبائن

Abstract

This study aimed to identify the impact of digital interaction on enhancing customer trust. A field study was conducted on a sample of 50 customers of the National Insurance Company (SAA) in Setif Province. The study employed a descriptive-analytical approach, collecting data using a questionnaire distributed to the sample. The Statistical Package for the Social Sciences (SPSS version 27) was used to analyze the data and test the study's hypotheses. The study yielded several results, most notably a statistically significant impact of digital interaction, in its various dimensions (digital content quality, responsiveness, ease of use, and personalization), on enhancing customer trust in SAA Insurance. Based on these findings, the study recommends developing digital interaction mechanisms and improving the quality of digital services provided to customers to further enhance trust and customer satisfaction.