فاعلية الدليل المادي في تحسين صورة المؤسسة في ذهن العميل : حالة مؤسسة فمبلكوم تيليكوم الجزائر

الملخص EN

Research aims to study and analyze the importance of the physical evidence element and its effectiveness in improvingthe image of the service organization in the service of a telephone mobile in Algeria market, because the image of the organization among the strategic objectives pursued by each service organization and therefore considering that the physical evidencenecessary for any servic organization for the m element The service manual is designed to ensure that the customer is able to evaluate the service and compare it with the available alternatives.

The physical guide also aims at making the service more tangible.

The service organization also aims to achieve a good location in the customer's mind in order to reach his satisfaction Then gain loyalty, and we are trying through our study to clarify the extent of the impact of the physical evidence of the Algerian consumer behavior through a questionnaire sent to 1015 consumers included 20 states across the country.