Journal Article

Towards Customer-Centric Management in the Digital Age

Belbachir, Wafa Ahmed, Meniai, Ines

2025

Overview

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.

• Publisher: جامعة طاهري محمد، بشار - كلية العلوم الاقتصادية والعلوم التجارية وعلوم التسيير
• Subject: الإدارة المتمحورة / التحولات الرقمية / التسويق الإلكتروني / الرضا الوظيفي / سلوك المستهلك