مجلة علوم الإنسان والمجتمع
Volume 14, Numéro 3, Pages 940-974
2025-10-28
The Role Of Information And Communication Technology In Enhancing Competitive Advantage: A Field Study On A Sample Of Customers Of Omar Ben Omar Mills
Authors : Belmir Sara . Saadi Wahida .
Abstract
This study investigates the role of information and communication technology (ICT) in enhancing the competitive advantage of the Omar Ben Omar Mills Complex in Guelma from the customers' perspective. It emphasizes the importance of understanding how technology improves institutional performance and competitiveness in a dynamic market. Using a descriptive methodology, the study analyzed data from institutional reports, interviews, and a questionnaire targeting 120 customers. The findings indicate that ICT investment significantly improved external operations efficiency, product quality, and client communication. Modern technology enabled the company to accurately address customer needs and develop suitable products, enhancing its local and international market share. Moreover, leveraging social media strengthened direct and effective interactions with the target audience, fostering sustainable customer relationships and achieving a robust competitive edge.
Keywords
Information and Communication Technology ; Competitive Advantage ; Economic enterprise
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