REVUE ALGERIENNE DE FINANCES PUBLIQUES
Volume 15, Numéro 1, Pages 29-38
2025-03-01
The Mediating Effect Of Customer Experience On The Relationship Between E-crm And Service Quality In Telecommunications
Authors : Malki Djihane . Zeddoun Djamel .
Abstract
This study investigates the impact of electronic Customer Relationship Management (e-CRM) on Customer Experience and Service Quality in the Algerian telecommunications sector, with a specific focus on the mediating role of Customer Experience. A quantitative research design was adopted whereby data were collected using survey procedures and subsequently analyzed using Partial Least Squares Structural Equation Modeling with Smart-PLS software. The results indicate that e-CRM significantly enhances the level of Customer Experience and Service Quality. Furthermore, it is found that Customer Experience directly influences Service Quality and mediates the relationship between e-CRM and Customer Experience, which holds the key to achieving the highest level of service quality.
Keywords
Electronic Customer Relationship Management (E-CRM) ; Service Quality ; Customer Experience ; Telecommunications sector ; Partial Least Squares Structural Equation Modeling (PLS-SEM)
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