Analysis of the effectiveness of a commercial notification application in crisis communication management: A descriptive study in Abha City, Asir Region

Alasmari, Mohammed; Alresassema, Rana

doi:10.21608/jsb.2025.413228.1964

Analysis of the effectiveness of a commercial notification application in crisis communication management: A descriptive study in Abha City, Asir Region

Document Type : Original Article

Authors

¹ Dr. Mohammad Abdulrahman Alasmari Assistant Professor, Department of Media and Communication Faculty of Arts and Humanities King Khalid University Abha, Kingdom of Saudi Arabia Email: moabalasmari@kku.edu.sa

² Department of Media and Communication, College of Arts and Humanities, King Khalid University, Abha, Kingdom of Saudi Arabia

10.21608/jsb.2025.413228.1964

Abstract

This study aims to explore the use of the “Balagh Tijari” application in managing commercial crisis communications in the city of Abha, Saudi Arabia. The study focuses on assessing user awareness of the application, their satisfaction with its performance, its effectiveness during crises, as well as identifying the key factors influencing its usage and offering recommendations for its development.
The study employed a descriptive survey methodology; The study population consisted of residents of the city of Abha. The study sample was selected from among the active users of the application during a specific time period, totaling 617 respondents. After reviewing the data and verifying the validity of the questionnaires, 173 participants who were non-users of the application were excluded, resulting in a final total of 444 valid questionnaires for analysis.
The results revealed that users have a very high level of awareness regarding the importance of the application. They also expressed significant satisfaction with their experience, particularly in terms of ease of use and technical efficiency. The application was found to respond effectively to users’ needs during commercial crises, especially in terms of rapid processing and clarity of responses. Ease of use, service quality, and digital awareness emerged as the most influential factors in positive application usage.
The study concluded with several recommendations, most notably: intensifying awareness campaigns about the application, providing 24/7 technical support, simplifying the user interface, and enhancing technical features such as artificial intelligence to accelerate report processing. The study also emphasized the importance of strengthening collaboration with relevant government agencies, conducting regular user satisfaction evaluations, and encouraging future research on the development of AI-based applications in commercial crisis management.

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