دورالاتصال المؤسساتي في تحسين جودة خدمة المؤسسات الخدماتية

Abstract

This study entitled "The Role of Institutional Communication in Improving the Quality of Service in Service Institutions – A Field Study on a Sample of Customers of DHL Service Institution in Hassi Messaoud" aims to explore the extent to which institutional communication contributes as a strategic tool to enhance the quality of services within service. We adopt a descriptive-analytical method for its capability to understand the studied phenomenon and analyze its various dimensions. The study utilized both questionnaire and observation tools to collect field data from a sample of the institution’s customers. Based on Everett Rogers’ Diffusion of Innovations Theory, the study interpreted how institutional communication can contribute to spreading new services within the market and consolidating them among different categories of customers, starting from innovators and early adopters to late adopters. The study’s results revealed a strong positive relationship between the effectiveness of institutional communication and the customers' satisfaction with the provided services, indicating that the clarity of communication messages, prompt responsiveness, and openness to customer needs are essential factors in improving service quality. Furthermore, the data showed that customers who received sufficient information about the services were more likely to adopt and benefit from them, confirming the vital role of communication in preparing a communicative environment that supports innovation and effective engagement in modern services. Based on the foregoing, the study recommends giving institutional communication the position it deserves within the overall strategy of service institutions due to its direct impact on improving performance, enhancing customer trust, and achieving sustainable quality in service delivery.