مجلة البشائر الاقتصادية
Volume 11, Numéro 2, Pages 507-521
2025-09-04
Towards Customer-centric Management In The Digital Age: The Case Of Algeria Telecom
Authors : Ahmed Belbachir Wafa . Meniai Ines .
Abstract
This article aims to study the extent to which Algeria Telecom has adopted a customer-centric management approach in light of the digital transformation witnessed by the services sector. The issue arises from the question: To what extent have digital tools (website, Facebook, mobile phone) contributed to improving the relationship with the customer and increasing their satisfaction? The study relied on a descriptive analytical method supported by a field survey distributed to a sample of the company's customers, covering four main axes. The importance of the article lies in shedding light on the experience of an Algerian public institution in keeping up with digitization and improving service quality from the customer's perspective, and it aims to provide realistic indicators on the strengths and weaknesses in the digital communication strategy. The study concluded that there is a strong positive relationship between the effective use of digital technologies and the increase in customer satisfaction, with the mobile phone and Facebook having the highest levels of impact. The study recommends enhancing digital interaction and updating platforms in line with customer expectations.
Keywords
digital management ; E-CRM ; Artificial intelligence (AI) ; Personalization of service ; Network optimization ; customer satisfaction
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