أثر رقمنة بيئة اللقاء الخدمي على التفوق التنافسي

Abstract

The study aimed to analyse the impact of digiting the service encounter environment on the competitive superiority of institutions In the telecommunic ations sector. This was done through a field study targeting a sample of customer )Mobilis, Ooredoo and Djazzy) The deescriptive an alytical approach was adoproach was adopted to monitor the dimensions of the phenomenenon under study and answer the problem posed, by relying on data collection tools that included a questionnaire and field observation, in addition to using the Spss program to analyze the statistical results. We reached several results, the most important of which is that the level of customer perception of the elements of digitizing the institutions service encounter environment is strong and some of it is medium. The impact of digitizing the service encounter environment on the compeyitive superiority of the instituti on was also confimed. The study concluded that digitizing the service encounter environment represents one of the essential factors for achieving sustainab le competitive superiority in the telecommunications sector by enhancing operational efficiency, creating added value for the customer, and keeping pace with the technological transformations taking place.