الأساليب التسويقية لقياس جودة أداء الخدمات التأمينية باستعمال النماذج السلوكية من وجهة نظر العميل : دراسة ميدانية بمؤسسة أكسا للتأمينات بمدينة سطيف

الملخص EN

Service quality is a concept that has aroused considerable interest and debate in management and marketing literature, because of the difficulties in both defining and measuring it, with no overall consensus emerging on either.

This article aims at analyzing and evaluating the quality of services, starting with the concept of service quality and its specifications and dimensions.

The measurement was based on the GAPS model known by SERVQUAL which is Deemed to be an effective approach to study and analyze the differences or the gaps between customer’s expectations and perceptions, Several studies showed that the results of using the five models are alike.

which could put an end to the controversy on the best model.

Moreover, we could ascertain the stability, validity of these models and the possibility of its use in future studies