أثر اللقاء الخدمي على رضا الزبون دراسة عينة من زبائن القطاع المصرفي الجزائري

Abstract

this study aims at determining the impact of the service encounter on the customer satisfaction in the institutions of the Algerian banking sector. In this respect, we focused on the performance of the service provider and its ability to interact according to the dimensions of the service encounter including: (the interaction time or waiting time recovery, adaptability and spontaneity) and its impact on customer satisfaction and its dimensions (Satisfaction with the Service Provider Efficiency, Satisfaction on the service and Satisfaction on the Service procedures). To achieve the objective of the study, we relied on an electronic questionnaire addressed to (610) customer distributed across the regions of the Algerian country, the sample was non-randomly selected depending on the convenience sampling method. In addition, we relied on an individual interview with a group of administrators and officials working in banking sector institutions. After the statistical treatment of data that relied on the SPSS.25 statistical program in the descriptive analysis of the variables, and Nvivo.10 program in the analysis of the qualitative data, in addition to AMOS.25 program, through modeling with structural equations as a statistical method (SEM), the study reached a set of results including: The Service encounters that take place between the service providers and customers in banking institutions have a positive impact on the satisfaction of the customer, taking into consideration the time of interaction with customers, the method of recovering the service in case of failure, adapting to the needs of customers, in addition to the spontaneous behavior of the service provider. At the end, a set of suggestions were presented to the Algerian banking sector institutions in order to improve the level of customer satisfaction through the dimensions of the service encounter.