مجلة دراسات وأبحاث اقتصادية في الطاقات المتجددة
Volume 13, Numéro 1, Pages 417-436
2026-06-10
The Impact Of Artificial Intelligence Marketing On Enhancing Digital Service Quality: A Case Study Of Sonelgaz –batna
Authors : Grabsi Sarah .
Abstract
Abstract: This study aims to measure the impact of AI marketing on enhancing the quality of digital services at Sonelgaz (Distribution Directorate–Batna). To achieve this objective, a questionnaire was utilized as the primary tool for data collection from a sample of 46 employees. Statistical findings revealed a significant impact of AI marketing dimensions on the improvement of digital service quality. However, the results indicated variance in the significance of these dimensions ; while the personalization and ethics dimensions demonstrated a statistically significant impact, no significant effect was found for the remaining dimensions technological, analytical and automation. These findings underscore that the synergy between intelligent technologies and human expertise constitutes the fundamental pillar for the sustainable enhancement of organizational performance and the digital customer experience.
Keywords
Keywords: Artificial Intelligence (AI); Digital Services Quality (DSQ); AI in Marketing (AIM); Dimensions; Sonelgaz
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