Kuwaiti Public Attitudes Towards Electronic Customer Service in Private Companies: A field Study

Document Type : Original Article

Author

Department of Mass Communication, Faculty of Al Alsun and Mass Communication at Misr International University, Cairo. Egypt

Abstract

he study seeks to identify the attitude of the Kuwaiti public towards electronic customer service in private companies and to indicate the degree of their dependence on electronic customer service in dealing with private companies.
In this context, the researcher used the media survey methodology for a sample of (400) individuals and through their answers, the researcher monitored the nature of the relationship of the Kuwaiti public with electronic customer service in private companies, and also addressed the activities of electronic customer service in private Kuwaiti companies that benefited the public, and also sought to determine the role of electronic customer service in gaining the trust of the public, and the development of departments within the company -study sample-, and tried to disclose the evaluation of the performance of the electronic customer service by customers of Kuwaiti private companies.
The study resulted in: monitoring the importance of the role of electronic customer service in private companies in communicating with customers, and knowing that the nature of the respondents' relationships with electronic customer service in private companies, is based on understanding and cooperation, and that electronic customer service reinforces the link between the company and its external audience, and carries out adequate promotional activities to serve the company, as well as clarify the importance of modern means of communication for electronic customer service in communicating with customers.
From the recommendations of the study: Private companies should pay attention to the technical means that deal with the customers, by providing websites with attractive designs that are easy to deal with and benefit from their services, while paying attention to the security factor in them to protect the company's data and customers from hacking.

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Main Subjects

References

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