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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬

‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬

‫ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﻣﺴﺘﻮﻯ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺳﺔ ﺣﺎﻟﺔ‬

‫ﺍﻷﺳﺘﺎﺫﺓ ﺍﻟﺪﻛﺘﻮﺭﺓ‪ :‬ﺍﳍﺎﻡ ﳛﻴﺎﻭﻱ‬ ‫ﺍﻟﺪﻛﺘﻮﺭﺓ‪ :‬ﻟﻴﻠﻰ ﺑﻮﺣﺪﻳﺪ‬

‫ﺃﺳﺘﺎﺫﺓ ﳏﺎﺿﺮﺓ ﺑﻜﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﻋﻠﻮﻡ ﺍﻟﺘﺴﻴﲑ‬ ‫ﺃﺳﺘﺎﺫﺓ ﳏﺎﺿﺮﺓ ﺑﻜﻠﻴﺔ ﺍﻟﻌﻠﻮﻡ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻭﺍﻟﺘﺠﺎﺭﻳﺔ ﻭﻋﻠﻮﻡ ﺍﻟﺘﺴﻴﲑ‬
‫ﺟﺎﻣﻌﺔ ﺑﺎﺗﻨﺔ‪ ،1‬ﺍﳉﺰﺍﺋﺮ‬ ‫ﺟﺎﻣﻌﺔ ﺑﺎﺗﻨﺔ‪ ،1‬ﺍﳉﺰﺍﺋﺮ‬

‫ﺍﻟﻤﺴﺘﺨﻠﺹ‪:‬‬
‫ﺘﻬﺩﻑ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻟﺘﻌﺭﻑ ﻋﻠﻰ ﻤﺎﻫﻴﺔ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ‪ ،‬ﻭﺍﻟﺘﻁﺭﻕ ﺇﻟﻰ ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻋﻼﻗﺘﻬﺎ ﺒﺭﻀﺎ‬
‫ﺍﻟﺯﺒﺎﺌﻥ‪ ،‬ﻭﺇﺒﺭﺍﺯ ﻭﺍﻗﻊ ﻤﺴﺘﻭﻯ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ ﻤﻥ ﺨﻼل ﺍﻟﺘﻁﺭﻕ ﺇﻟﻰ ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ ﻹﺤﺩﻯ ﺍﻟﻔﻨﺎﺩﻕ‬
‫ﺍﻟﺠﺯﺍﺌﺭﻴﺔ ﻭﻫﻭ ﻓﻨﺩﻕ ﺴﻠﻴﻡ ﺒﻭﻻﻴﺔ ﺒﺎﺘﻨﺔ‪.‬‬
‫ﻭﻗﺩ ﺘﻭﺼﻠﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺠﻤﻠﺔ ﻤﻥ ﺍﻟﻨﺘﺎﺌﺞ ﺃﻫﻤﻬﺎ ﺃﻥ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻴﻘﻴﻤﻭﻥ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻟﻬﻡ ﺒﻔﻨﺩﻕ ﺴﻠﻴﻡ‬
‫ﻤﻥ ﻨﺎﺤﻴﺔ ﻜل ﻤﻌﻴﺎﺭ ﻤﻥ ﻤﻌﺎﻴﻴﺭ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ‪ ،‬ﺘﻘﻴﻴﻤﺎ ﺍﻴﺠﺎﺒﻴﺎ‪ ،‬ﻭﻋﺩﻡ ﻭﺠﻭﺩ ﻓﻭﺍﺭﻕ ﺒﻴﻥ ﺃﺭﺍﺀ ﻭﺍﻨﻁﺒﺎﻋﺎﺕ ﺃﻓﺭﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ ﻨﺤﻭ‬
‫ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ ﺒﺎﺨﺘﻼﻑ‪ :‬ﺍﻟﺠﻨﺱ‪ ،‬ﺍﻟﺴﻥ‪ ،‬ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‪ ،‬ﺍﻟﺩﺨل ﺍﻟﺸﻬﺭﻱ‪ ،‬ﻤﻜﺎﻥ ﺍﻹﻗﺎﻤﺔ‪ ،‬ﺴﺒﺏ ﺍﻹﻗﺎﻤﺔ ﻓﻲ‬
‫ﺍﻟﻔﻨﺩﻕ‪ ،‬ﻤﺩﺓ ﺍﻹﻗﺎﻤﺔ‪.‬‬
‫ﺍﻟﻜﻠﻤﺎﺕ ﺍﻟﻤﻔﺘﺎﺤﻴﺔ‪ :‬ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ‪ ،‬ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ‪ ،‬ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ‪ ،‬ﻓﻨﺩﻕ ﺴﻠﻴﻡ ﺒﻭﻻﻴﺔ ﺒﺎﺘﻨﺔ‪.‬‬
‫‪Abstract:‬‬
‫‪This study aims to identify the nature of hotel services, and addressed to evaluation‬‬
‫‪the quality of hotel services and its relationship with the consent of customers, and to‬‬
‫‪highlight the reality of the quality of hotel services and customer satisfaction by the level‬‬
‫‪by addressing the case of one of the Algerian hotels study a salim hotel in batna province.‬‬
‫‪The study found a number of most important results that the study sample‬‬
‫‪evaluation hotel services provided to them salim hotels in terms of every standard of‬‬
‫‪quality of service standards, a positive assessment, and the lack of differences between the‬‬
‫‪opinions and impressions of the study sample about the quality of hotel services provided‬‬
‫‪depending on gender, age , education level, monthly income, place of residence, the‬‬
‫‪reason for hotel accommodation, length of stay.‬‬
‫‪Key words: Hotel services, evaluation the quality of hotel services, customer satisfaction,‬‬
‫‪salim hotel in batna province.‬‬

‫ﺍﻟﻌﺪﺩ ﺍﻟﺮﺍﺑﻊ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬

‫ﺃﻭﻻ‪ :‬ﺍﳉﺎﻧﺐ ﺍﳌﻨﻬﺠﻲ ﻟﻠﺪﺭﺍﺳﺔ‬

‫‪ .1‬ﻣﻘﺪﻣﺔ‪:‬‬
‫ﲢﺘﻞ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻣﻜﺎﻧﺔ ﺑﺎﺭﺯﺓ ﻧﻈﺮﺍ ﻷﳘﻴﺘﻬﺎ ﰲ ﺗﻨﻤﻴﺔ ﺍﻟﻘﻄﺎﻉ ﺍﻟﺴﻴﺎﺣﻲ ﺍﻟﺬﻱ ﻟﻪ ﺩﻭﺭ ﻛﺒﲑ ﰲ ﺍﻟﺘﻨﻤﻴﺔ‬
‫ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‪ ،‬ﻓﺎﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﲤﺜﻞ ﺿﺮﻭﺭﺓ ﺍﻗﺘﺼﺎﺩﻳﺔ ﻟﺒﻨﺎﺀ ﻛﻴﺎﻥ ﺳﻴﺎﺣﻲ ﺟﺬﺍﺏ‪.‬‬
‫ﻭﻟﻘﺪ ﺑﺪﺃ ﺍﻟﻘﻄﺎﻉ ﺍﻟﻔﻨﺪﻗﻲ ﺑﺪﺍﻳﺔ ﻣﺘﻮﺍﺿﻌﺔ ﺣﱴ ﻭﺻﻞ ﺇﱃ ﻣﺮﻛﺰ ﻣﻦ ﺍﻷﳘﻴﺔ ﰲ ﺍﻻﻗﺘﺼﺎﺩ ﺍﻟﻮﻃﲏ ﻟﺒﻌﺾ ﺍﻟﺪﻭﻝ‬
‫ﺍﳌﺘﻄﻮﺭﺓ‪ ،‬ﻭﻳﺘﺼﻒ ﺑﻜﻮﻧﻪ ﺃﺣﺪ ﺍﻟﻮﺍﺟﻬﺎﺕ ﺍﳌﻬﻤﺔ ﰲ ﺍﳊﺮﻛﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﺍﻟﱵ ﺗﺮﺗﺒﻂ ﺑﺮﻓﺎﻫﻴﺔ ﻭﺛﻘﺎﻓﺔ ﺍﻟﺒﻠﺪ‪ ،‬ﻭﺗﺴﺎﻫﻢ ﰲ‬
‫ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﻟﻌﻤﻼﺕ ﺍﻟﺼﻌﺒﺔ ﺍﻟﱵ ﻳﺪﻓﻌﻬﺎ ﺍﻟﺴﺎﺋﺢ‪.‬‬
‫ﻳﺸﻐﻞ ﻣﻮﺿﻮﻉ ﺍﳉﻮﺩﺓ ﻣﻜﺎﻥ ﺍﻟﺼﺪﺍﺭﺓ ﰲ ﺍﳋﻄﻂ ﺍﻹﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﻷﻱ ﻣﺆﺳﺴﺔ ﺧﺪﻣﻴﺔ ﺑﻮﺻﻔﻬﺎ ﺇﺣﺪﻯ ﺃﻫﻢ‬
‫ﺍﻷﺳﺒﻘﻴﺎﺕ ﺍﻟﺘﻨﺎﻓﺴﻴﺔ‪ ،‬ﺑﺴﺒﺐ ﺍﻟﺘﻨﺎﻓﺲ ﰲ ﺳﺒﻴﻞ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﺃﻛﱪ ﺷﺮﳛﺔ ﳑﻜﻨﺔ ﻣﻦ ﺍﻟﺰﺑﺎﺋﻦ‪ ،‬ﻭﻋﻠﻴﻪ‪ ،‬ﻓﺎﻥ ﺍﻹﻋﺪﺍﺩ ﻭﺍﻟﺘﻬﻴﺌﺔ‬
‫ﻟﻠﺠﻮﺩﺓ ﻟﻴﺴﺖ ﺑﺎﻟﺸﻲﺀ ﺍﻟﻴﺴﲑ‪ ،‬ﺇﺫ ﺃﻥﹼ ﻫﺬﺍ ﺍﻷﻣﺮ ﳛﺘﺎﺝ ﺇﱃ ﺇﻣﻜﺎﻧﻴﺎﺕ ﻭﻛﻔﺎﺀﺍﺕ ﻭﺧﱪﺍﺕ ﰲ ﺍ‪‬ﺎﻻﺕ ﻛﺎﻓﺔ‪.‬‬
‫ﻭﺑﺎﻟﺮﻏﻢ ﻣﻦ ﻫﺬﻩ ﺍﻷﳘﻴﺔ ﺍﳌﺘﺰﺍﻳﺪﺓ ﻟﻠﻘﻄﺎﻉ ﺍﻟﻔﻨﺪﻗﻲ ﰲ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺩﻭﻝ ﺍﻟﻌﺎﱂ‪ ،‬ﺇﻻ ﺃﻧﻨﺎ ﳒﺪﻩ ﰲ ﺍﳉﺰﺍﺋﺮ ﱂ ﻳﺮﺗﻖ ﺑﻌﺪ‬
‫ﺇﱃ ﻣﺴﺘﻮﻯ ﺍﻷﻫﺪﺍﻑ ﺍﳌﺮﺟﻮﺓ ﻣﻨﻪ‪ ،‬ﺇﺫﺍ ﻣﺎ ﻗﻮﺭﻧﺖ ﺑﺎﻟﺒﻠﺪﺍﻥ ﺍ‪‬ﺎﻭﺭﺓ‪ ،‬ﺫﻟﻚ ﺃﻥ ﺍﳉﺰﺍﺋﺮ ﻻﺯﺍﻟﺖ ﺗﻌﺎﱐ ﻣﻦ ﻋﺪﺓ ﻧﻘﺎﺋﺺ‬
‫ﻭﻣﺸﺎﻛﻞ ﰲ ﳎﺎﻝ ﺍﻟﻔﻨﺪﻗﺔ‪ ،‬ﻧﻈﺮﺍ ﻟﻠﺘﺄﺧﺮ ﺍﻟﺸﺪﻳﺪ ﺍﻟﺬﻱ ﻋﺮﻓﺘﻪ ﻭﺍﻟﺬﻱ ﺗﻌﺪﺩﺕ ﺃﺳﺒﺎﺑﻪ ﻭﻇﺮﻭﻓﻪ ﺍﻟﱵ ﺣﺎﻟﺖ ﺩﻭﻥ ﺗﻘﺪﻡ ﻫﺬﺍ‬
‫ﺍﻟﻘﻄﺎﻉ ﰲ ﺍﳉﺰﺍﺋﺮ ﳑﺎ ﺃﺩﻯ ﻋﺮﻗﻠﺔ ﺍﻟﺒﻼﺩ ﻋﻦ ﺍﺳﺘﻐﻼﻝ ﻣﻮﺍﺭﺩﻫﺎ ﰲ ﻫﺬﺍ ﺍ‪‬ﺎﻝ‪.‬‬
‫ﻭﻣﻊ ﻫﺬﻩ ﺍﻷﳘﻴﺔ ﺍﻟﺒﺎﻟﻐﺔ ﻟﻠﻘﻄﺎﻉ ﺍﻟﻔﻨﺪﻗﻲ‪ ،‬ﻓﺎﻥ ﺍﻟﻔﻨﺎﺩﻕ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻣﻄﺎﻟﺒﺔ ﺃﻛﺜﺮ ﻣﻦ ﺃﻱ ﻭﻗﺖ ﻣﻀﻰ ﺑﺘﺤﺴﲔ ﺟﻮﺩﺓ‬
‫ﻣﺎ ﺗﻘﺪﻣﻪ ﻣﻦ ﺧﺪﻣﺎﺕ ﻭﺃﻥ ﺗﻌﺮﻑ ﺑﺈﻣﻜﺎﻧﻴﺎﺕ ﺍﳉﺰﺍﺋﺮ ﰲ ﻫﺬﺍ ﺍ‪‬ﺎﻝ ﻭﻫﺬﺍ ﻻ ﻳﺘﺤﻘﻖ ﺇﻻ ﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻘﻴﻴﻢ ﺍﻟﻔﻌﺎﻝ‬
‫ﻟﻠﺠﻮﺩﺓ ﺍﳌﺪﺭﻛﺔ ﳋﺪﻣﺎ‪‬ﺎ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﻭﻣﻦ ﰒ ﲢﺴﻴﻨﻬﺎ ﻭﺗﻄﻮﻳﺮﻫﺎ‪ ،‬ﻭﺍﻟﺬﻱ ﻳﻌﺘﱪ ﺃﺣﺪ ﺍﻟﺴﺒﻞ ﻟﺘﺘﻤﻜﻦ ﻣﻦ ﺇﺭﺿﺎﺀ ﺯﺑﺎﺋﻨﻬﺎ ﻣﻊ‬
‫ﺿﻤﺎﻥ ﺍﳌﻜﺎﻧﺔ ﰲ ﺍﻟﻘﻄﺎﻉ ﺍﻟﻔﻨﺪﻗﻲ ﺍﻟﻌﺎﳌﻲ‪.‬‬
‫‪ .2‬ﻣﺸﻜﻠﺔ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﺇﻥ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﳌﻘﺪﻣﺔ ﰲ ﺍﻟﻔﻨﺎﺩﻕ ﻣﻦ ﻭﺟﻬﺔ ﻧﻈﺮ ﺍﻟﺰﺑﻮﻥ‪ ،‬ﺳﻴﻮﻓﺮ ﳍﺎ ﻣﻌﻠﻮﻣﺎﺕ ﻋﻦ‬
‫ﻣﺮﺍﻛﺰ ﺍﻟﻘﻮﺓ ﺍﻟﱵ ﳚﺐ ﺗﻨﻤﻴﺘﻬﺎ ﻭﻧﻘﺎﻁ ﺍﻟﻀﻌﻒ ﺍﻟﱵ ﳚﺐ ﻣﻌﺮﻓﺔ ﺃﺳﺒﺎ‪‬ﺎ ﻭﳏﺎﻭﻟﺔ ﻣﻌﺎﳉﺘﻬﺎ‪ ،‬ﻟﻜﻲ ﺗﺘﻤﻜﻦ ﻣﻦ ﻛﺴﺐ ﺭﺿﺎ‬
‫ﺯﺑﺎﺋﻨﻬﺎ ﻭﺍﻻﺭﺗﻘﺎﺀ ﲟﺴﺘﻮﻯ ﺃﺩﺍﺋﻬﺎ‪.‬‬
‫ﺑﻨﺎﺀﺍ ﻋﻠﻴﻪ‪ ،‬ﳝﻜﻦ ﻃﺮﺡ ﻣﺸﻜﻠﺔ ﺍﻟﺪﺭﺍﺳﺔ ﰲ ﺍﻟﺘﺴﺎﺅﻝ ﺍﻟﺮﺋﻴﺴﻲ ﺍﻟﺘﺎﱄ‪:‬‬
‫ﻣﺎ ﻫﻮ ﻣﺴﺘﻮﻯ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﻟﱵ ﻳﻘﺪﻣﻬﺎ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ ﻭﻣﺪﻯ ﺭﺿﺎ ﺯﺑﺎﺋﻨﻪ؟‬
‫ﻭﻳﻨﺪﺭﺝ ﲢﺖ ﻫﺬﺍ ﺍﻟﺘﺴﺎﺅﻝ ﺍﻟﺮﺋﻴﺴﻲ ﺍﻟﺘﺴﺎﺅﻻﺕ ﺍﻟﻔﺮﻋﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪ -‬ﻣﺎ ﻫﻲ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ؟‬

‫ﺍﻟﻌﺪﺩ ﺍﻟﺮﺍﺑﻊ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫‪ -‬ﻣﺎ ﻫﻲ ﺍﳌﻌﺎﻳﲑ ﺍﳌﺴﺘﺨﺪﻣﺔ ﻟﺘﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺑﻔﻨﺪﻕ ﺳﻠﻴﻢ ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ ؟‬
‫‪ -‬ﻣﺎ ﻣﺪﻯ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻋﻦ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺑﻔﻨﺪﻕ ﺳﻠﻴﻢ ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ؟‬
‫‪ .3‬ﺃﳘﻴﺔ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﺗﻌﺘﱪ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻋﻨﺼﺮﺍ ﻣﻬﻤﺎ ﻹﺣﺪﺍﺙ ﺍﻟﺘﻨﻤﻴﺔ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ ﻷﻱ ﺑﻠﺪ‪ ،‬ﻟﻜﻮ‪‬ﺎ ﻣﺮﺗﺒﻄﺔ ﺑﺎﻟﺴﻴﺎﺣﺔ‪ ،‬ﻓﻠﻘﺪ‬
‫ﺃﺻﺒﺤﺖ ﺩﻭﻝ ﺍﻟﻌﺎﱂ ﺗﺘﺴﺎﺑﻖ ﰲ ﺗﻘﺪﱘ ﺃﺣﺴﻦ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﲜﻮﺩﺓ ﻋﺎﻟﻴﺔ ﻟﻠﺰﺑﺎﺋﻦ‪ ،‬ﻭﺍﻟﻌﻤﻞ ﻋﻠﻰ ﺗﻄﻮﻳﺮ ﻫﺬﺍ ﺍﻟﻘﻄﺎﻉ‬
‫ﺑﺘﺰﻭﻳﺪﻩ ﺑﺎﻟﻮﺳﺎﺋﻞ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﳊﺪﻳﺜﺔ‪ ،‬ﻭﻛﺬﻟﻚ ﻓﺘﺢ ﻣﻌﺎﻫﺪ ﻟﺘﻜﻮﻳﻦ ﻭﺇﻧﺸﺎﺀ ﺟﻴﻞ ﺟﺪﻳﺪ ﻣﻦ ﺻﻨﺎﻉ ﺍﻟﻔﻨﺪﻗﺔ‪ ،‬ﺇﳝﺎﻧﺎ ﻣﻨﻬﺎ‬
‫ﺑﺄﳘﻴﺔ ﻗﻄﺎﻉ ﺍﻟﻔﻨﺪﻗﺔ ﰲ ﺇﺑﺮﺍﺯ ﺍﻟﺘﺮﺍﺙ ﺍﻟﺜﻘﺎﰲ‪ ،‬ﻭﺑﻨﺎﺀ ﻗﻄﺎﻉ ﺳﻴﺎﺣﻲ ﻣﺜﻤﺮ‪.‬‬
‫ﻭﻋﻠﻴﻪ‪ ،‬ﺗﱪﺯ ﺟﻠﻴﺎ ﺃﳘﻴﺔ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﳌﻘﺪﻣﺔ ﰲ ﺍﻟﻔﻨﺎﺩﻕ‬
‫ﺍﳉﺰﺍﺋﺮﻳﺔ ﻣﻦ ﻭﺟﻬﺔ ﻧﻈﺮ ﺍﻟﺰﺑﻮﻥ‪ ،‬ﻣﻦ ﺃﺟﻞ ﲢﺴﻴﻨﻬﺎ ﻭﺗﻄﻮﻳﺮﻫﺎ ﻭﺫﻟﻚ ﺑﺎﻟﺘﻄﺮﻕ ﺇﱃ ﺩﺭﺍﺳﺔ ﺣﺎﻟﺔ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ‪.‬‬
‫‪ .4‬ﺃﻫﺪﺍﻑ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﺗﺴﻌﻰ ﺍﻟﺪﺭﺍﺳﺔ ﺇﱃ ﲢﻘﻴﻖ ﲨﻠﺔ ﻣﻦ ﺍﻷﻫﺪﺍﻑ ﺃﳘﻬﺎ‪:‬‬
‫‪ -‬ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﻣﺎﻫﻴﺔ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪.‬‬
‫‪ -‬ﺍﻟﺘﻄﺮﻕ ﺇﱃ ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﻋﻼﻗﺘﻬﺎ ﺑﺮﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ‪.‬‬
‫‪ -‬ﺇﺑﺮﺍﺯ ﻭﺍﻗﻊ ﻣﺴﺘﻮﻯ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻋﻨﻬﺎ ﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻄﺮﻕ ﺇﱃ ﺩﺭﺍﺳﺔ ﺣﺎﻟﺔ ﻹﺣﺪﻯ‬
‫ﺍﻟﻔﻨﺎﺩﻕ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻭﻫﻮ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ‪.‬‬
‫‪ .5‬ﻓﺮﺿﻴﺔ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﺑﻨﺎﺀﺍ ﻋﻠﻰ ﺍﻟﺘﺴﺎﺅﻻﺕ ﺍﳌﻄﺮﻭﺣﺔ ﻭﻟﻺﺟﺎﺑﺔ ﻋﻠﻰ ﺍﻹﺷﻜﺎﻟﻴﺔ ﺍﳌﻄﺮﻭﺣﺔ‪ ،‬ﰎ ﻭﺿﻊ ﺍﻟﻔﺮﺿﻴﺔ ﺍﻟﺮﺋﻴﺴﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫ﻳﻘﻴﻢ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ )ﺍﻟﺰﺑﺎﺋﻦ( ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﺎﻳﲑ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ‪ ،‬ﺗﻘﻴﻴﻤﺎ ﺍﳚﺎﺑﻴﺎ‪.‬‬
‫‪ .6‬ﻣﻨﻬﺞ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﰎ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﳌﻨﻬﺞ ﺍﻟﻮﺻﻔﻲ ﺍﻟﺘﺤﻠﻴﻠﻲ ﰲ ﺍﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺃﺳﺌﻠﺔ ﺍﻟﺪﺭﺍﺳﺔ‪ ،‬ﺣﻴﺚ ﰎ ﺍﻟﺮﺟﻮﻉ ﰲ ﺍﳉﺎﻧﺐ‬
‫ﺍﻟﻨﻈﺮﻱ ﺇﱃ ﻣﺼﺎﺩﺭ ﺍﳌﻌﻠﻮﻣﺎﺕ ﺍﻟﺜﺎﻧﻮﻳﺔ ﻣﻦ ﻛﺘﺐ ﻭﳎﻼﺕ ﻋﻠﻤﻴﺔ ﺑﺎﻟﻠﻐﺘﲔ ﺍﻟﻌﺮﺑﻴﺔ ﻭﺍﻷﺟﻨﺒﻴﺔ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺍﳌﻮﺍﻗﻊ‬
‫ﺍﻻﻟﻜﺘﺮﻭﻧﻴﺔ‪ .‬ﺃﻣﺎ ﰲ ﺍﳉﺎﻧﺐ ﺍﻟﺘﻄﺒﻴﻘﻲ‪ ،‬ﻓﻘﺪ ﰎ ﺍﺳﺘﺨﺪﺍﻡ ﺃﺩﺍﺓ ﺍﻻﺳﺘﺒﻴﺎﻥ ‪‬ﺪﻑ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﻣﺴﺘﻮﻯ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ‬
‫ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ ﻣﻦ ﻭﺟﻬﺔ ﻧﻈﺮ ﺍﻟﺰﺑﺎﺋﻦ ﻭﺩﺭﺟﺔ ﺭﺿﺎﻫﻢ ﻋﻨﻬﺎ‪ ،‬ﻭﰎ ﻣﻌﺎﳉﺔ‬
‫ﺍﻟﺒﻴﺎﻧﺎﺕ ﻋﻦ ﻃﺮﻳﻖ ﺑﺮﻧﺎﻣﺞ ﺍﳊﺰﻣﺔ ﺍﻹﺣﺼﺎﺋﻴﺔ ﻟﻠﻌﻠﻮﻡ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ )‪.(SPSS, version 20‬‬

‫ﺍﻟﻌﺪﺩ ﺍﻟﺮﺍﺑﻊ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬

‫‪ .7‬ﳕﻮﺫﺝ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﻳﺘﺸﻜﻞ ﳕﻮﺫﺝ ﺍﻟﺪﺭﺍﺳﺔ ﻣﻦ ﺍﳌﺘﻐﲑ ﺍﻟﺘﺎﺑﻊ ﺍﳌﺘﻤﺜﻞ ﰲ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ‪ ،‬ﻭﺍﳌﺘﻐﲑﺍﺕ ﺍﳌﺴﺘﻘﻠﺔ ﺍﳌﺘﻤﺜﻠﺔ ﰲ ﺍﳌﻌﺎﻳﲑ ﺍﳋﻤﺴﺔ‬
‫ﺍﻷﺳﺎﺳﻴﺔ ﳉﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﻫﻲ‪ :‬ﺍﳌﻠﻤﻮﺳﻴﺔ‪ ،‬ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ ،‬ﺍﻻﺳﺘﺠﺎﺑﺔ‪ ،‬ﺍﻷﻣﺎﻥ ﻭﺍﻟﺘﻌﺎﻃﻒ‪.‬‬
‫‪ .8‬ﺍﻟﺘﻌﺮﻳﻔﺎﺕ ﺍﻹﺟﺮﺍﺋﻴﺔ ﳌﺘﻐﲑﺍﺕ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫‪ -‬ﺍﻟﻔﻨﺎﺩﻕ‪ :‬ﻫﻲ ﺍﳌﻜﺎﻥ ﺍﻟﺬﻱ ﻳﺴﺘﻄﻴﻊ ﺍﳌﻜﻮﺙ ﻓﻴﻪ ﲨﻴﻊ ﺃﻭﻟﺌﻚ ﺍﻟﺬﻳﻦ ﳛﺴﻨﻮﻥ ﺍﻟﺘﺼﺮﻑ ﻭﻳﺴﺘﻄﻴﻌﻮﻥ ﺩﻓﻊ ﺃﺟﻮﺭ‬
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‫ﺇﻗﺎﻣﺘﻬﻢ ﻭﺗﺴﻠﻴﺘﻬﻢ ﻭﺍﳋﺪﻣﺎﺕ ﺍﻷﺧﺮﻯ ﻛﺎﻟﻄﻌﺎﻡ ﻓﻴﻜﻮﻥ ﳍﻢ ﲟﺜﺎﺑﺔ ﺑﻴﺖ ﻣﺆﻗﺖ‪.‬‬
‫ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ :‬ﻋﺒﺎﺭﺓ ﻋﻦ ﻣﺰﻳﺞ ﻣﻦ ﺍﻟﻌﻨﺎﺻﺮ ﻣﻨﻬﺎ ﺍﳌﺎﺩﻳﺔ ﻣﺜﻞ ﺍﻟﻄﻌﺎﻡ ﻭﺍﻟﺸﺮﺍﺏ ﻭﻋﻨﺎﺻﺮ ﻋﺎﻃﻔﻴﺔ ﺇﺣﺴﺎﺳﻴﺔ‬ ‫‪-‬‬

‫ﻭﺍﻟﱵ ﺑﺪﻭﺭﻫﺎ ﺗﻘﺴﻢ ﺇﱃ ﺟﺰﺃﻳﻦ‪ :‬ﺍﻟﺼﻮﺭﺓ ﺍﻟﺬﻫﻨﻴﺔ ﺃﻭ ﺍﻟﻄﺮﻳﻘﺔ ﺍﻟﱵ ﻳﻘﺪﻡ ﺍﻟﻔﻨﺪﻕ ﻣﻦ ﺧﻼﳍﺎ ﻟﻠﻌﻤﻼﺀ ﺍﳊﺎﻟﻴﲔ ﺃﻭ‬
‫ﺍﳌﺮﺗﻘﺒﲔ ﺃﻭ ﺍﻟﻄﺮﻳﻘﺔ ﺍﻟﱵ ﻳﺮﻯ ﻓﻴﻬﺎ ﺍﻟﻌﻤﻼﺀ ﺍﻟﻔﻨﺪﻕ ﻭﺍﻟﱵ ﺗﻌﻜﺴﻬﺎ ﻧﺸﺎﻃﺎﺕ ﻭﳑﺎﺭﺳﺎﺕ ﻭﺗﻮﺟﻬﺎﺕ ﺍﻟﻔﻨﺪﻕ‬
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‫ﺍﳌﺨﺘﻠﻔﺔ‪ ،‬ﻭﻛﺬﻟﻚ ﺍﳉﻮ ﺍﻟﻌﺎﻡ ﻟﻠﻔﻨﺪﻕ ﺃﻭ ﻣﺎ ﻳﺘﻮﻗﻌﻪ ﺍﻟﻌﻤﻼﺀ ﺃﻥ ﻳﺄﺧﺬ ﺣﻴﺰﺍﹰ ﰲ ﺍﻟﻔﻨﺪﻕ‪.‬‬
‫ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ :‬ﻫﻲ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺼﻔﺎﺕ ﻭﺍﳋﺼﺎﺋﺺ ﻭﺍﳌﻨﺎﻓﻊ ﺍﻟﻘﻴﻤﺔ ﺍﻟﱵ ﺗﺘﻤﺘﻊ ‪‬ﺎ ﺍﳋﺪﻣﺔ‪ ،‬ﲝﻴﺚ‬ ‫‪-‬‬

‫ﺗﻜﻮﻥ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺗﻠﺒﻴﺔ ﻣﻄﺎﻟﺐ ﺍﻟﺰﺑﺎﺋﻦ ﺍﳊﺎﻟﻴﺔ ﻭﺍﳌﺴﺘﻘﺒﻠﻴﺔ ﻭﺑﺴﻌﺮ ﻣﻨﺎﺳﺐ ﻟﺘﺤﻘﻴﻖ ﺭﺿﺎﻫﻢ ﻭﺇﺳﻌﺎﺩﻫﻢ‪ ،‬ﻭﻳﺘﻢ‬
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‫ﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﻣﻘﺎﻳﻴﺲ ﻣﺴﺒﻘﺔ ﻟﺘﻘﻴﻴﻢ ﺍﳋﺪﻣﺔ ﻭﲢﻘﻴﻖ ﺻﻔﺔ ﺍﻟﺘﻤﻴﺰ ﻓﻴﻬﺎ‪.‬‬
‫‪ -‬ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ‪ :‬ﺗﻠﺒﻴﺔ ﺣﺎﺟﺎﺕ ﻭﺭﻏﺒﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ‪.‬‬

‫ﺍﻟﻌﺪﺩ ﺍﻟﺮﺍﺑﻊ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺛﺎﻧﻴﺎ‪ :‬ﺍﳉﺎﻧﺐ ﺍﻟﻨﻈﺮﻱ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﺴﺎﺑﻘﺔ‬
‫‪ .1‬ﻣﺎﻫﻴﺔ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪:‬‬
‫ﺳﻨﻮﺿﺢ ﻣﺎﻫﻴﺔ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻄﺮﻕ ﺇﱃ ﻛﻞ ﻣﻦ‪ :‬ﻣﻔﻬﻮﻡ ﺍﻟﻔﻨﺎﺩﻕ‪ ،‬ﺗﻌﺮﻳﻒ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪،‬‬
‫ﺧﺼﺎﺋﺺ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﺃﻧﻮﺍﻉ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻛﺎﻵﰐ‪:‬‬
‫ﺃ‪ -‬ﻣﻔﻬﻮﻡ ﺍﻟﻔﻨﺎﺩﻕ‪:‬‬
‫ﻟﻘﺪ ﻛﺎﻥ ﻟﻠﻔﻨﺎﺩﻕ ﻋﺪﺓ ﺗﺴﻤﻴﺎﺕ ﻣﺜﻞ ﺍﻟﱰﻝ‪ ،‬ﺍﳋﺎﻧﺎﺕ ﺃﻭ ﺍﻟﻮﻛﺎﻻﺕ ﺃﻭ ﺍﳊﺎﻧﺎﺕ‪ ،‬ﻭﻫﻲ ﻋﺒﺎﺭﺓ ﻋﻦ ﻣﺒﺎﱐ‬
‫ﳎﻬﺰﺓ ﻭﻣﻌﺪﺓ ﻻﺳﺘﻘﺒﺎﻝ ﺍﻟﻀﻴﻮﻑ ﻭﻹﻗﺎﻣﺔ ﺍﻟﱰﻻﺀ‪ ،‬ﺣﻴﺚ ﳚﺪ ﻓﻴﻬﺎ ﺍﻟﱰﻳﻞ ﺍﻟﺮﺍﺣﺔ ﻭﺍﳌﺄﻭﻯ ﻭﺍﳌﺄﻛﻞ ﻭﺍﳋﺪﻣﺔ ﳌﺪﺓ‬
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‫ﺯﻣﻨﻴﺔ ﻣﻌﻴﻨﺔ ﻣﻘﺎﺑﻞ ﺃﺟﺮ ﻣﻌﻠﻮﻡ ﻭﳏﺪﺩ‪.‬‬
‫ﻭﻗﺪ ﻭﺭﺩﺕ ﻋﺪﺓ ﺗﻌﺮﻳﻔﺎﺕ ﻟﻠﻔﻨﺎﺩﻕ ﺃﳘﻬﺎ ﻣﺎ ﻳﻠﻲ‪:‬‬
‫‪ -‬ﻋﺮﻓﺖ ﺍﻟﻔﻨﺎﺩﻕ ﺑﺄ‪‬ﺎ ﻣﻜﺎﻥ ﳝﻜﻦ ﺇﺩﺍﺭﺓ ﺍﳌﻌﺎﻣﻼﺕ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻓﻴﻪ ﻭﻓﻀﻼ ﻋﻦ ﺫﻟﻚ ﻳﻔﺘﺮﺽ ﺃﻥ ﻳﻜﻮﻥ ﻣﻜﺎﻧﺎ‬
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‫ﻳﺘﻮﻗﻒ ﻋﻨﺪﻩ ﺍﻟﺴﻴﺎﺡ ﻟﻴﺘﺤﻮﻟﻮﺍ ﻣﻦ ﻣﺴﺎﻓﺮﻳﻦ ﺇﱃ ﺿﻴﻮﻑ‪.‬‬
‫‪ -‬ﻛﻤﺎ ﻋﺮﻓﺖ ﺍﻟﻔﻨﺎﺩﻕ ﺑﺄ‪‬ﺎ ﻣﻜﺎﻥ ﻳﺘﻠﻘﻰ ﻓﻴﻪ ﺍﳌﺴﺎﻓﺮ ﺍﳌﻠﺘﺰﻡ ﺧﺪﻣﺎﺕ ﺍﳌﺄﻭﻯ ﻭﺍﻟﻄﻌﺎﻡ ﻣﻘﺎﺑﻞ ﺳﻌﺮ ﳏﺪﺩ ﻗﺎﺩﺭ‬
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‫ﻋﻠﻰ ﺩﻓﻌﻪ‪.‬‬
‫ﺑﻨﺎﺀﺍ ﻋﻠﻰ ﺍﻟﺘﻌﺮﻳﻔﲔ ﺍﻟﺴﺎﺑﻘﲔ‪ ،‬ﳝﻜﻦ ﺍﻟﻘﻮﻝ ﺑﺄﻥ ﺍﻟﻔﻨﺎﺩﻕ ﻋﺒﺎﺭﺓ ﻋﻦ ﻣﻜﺎﻥ ﻣﻌﺪ ﺑﻜﻞ ﺍﻟﺘﺠﻬﻴﺰﺍﺕ ﺍﻟﱵ ﻣﻦ‬
‫ﺷﺄ‪‬ﺎ ﺗﻮﻓﲑ ﺍﻟﺮﺍﺣﺔ ﻭﺍﳌﺄﻛﻞ ﻭﺍﳌﺄﻭﻯ ﻭﺣﺴﻦ ﺍﳋﺪﻣﺔ ﻟﻠﺰﺑﺎﺋﻦ ﻣﻘﺎﺑﻞ ﺳﻌﺮ ﳏﺪﺩ‪.‬‬
‫ﺏ‪ -‬ﺗﻌﺮﻳﻒ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪:‬‬
‫ﻟﻘﺪ ﻭﺭﺩﺕ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺘﻌﺎﺭﻳﻒ ﻟﻠﺨﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﺃﳘﻬﺎ ﻣﺎ ﻳﻠﻲ‪:‬‬
‫‪ -‬ﻋﺮﻓﺖ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻋﻠﻰ ﺃ‪‬ﺎ ﺍﻷﻧﺸﻄﺔ ﻏﲑ ﺍﳌﺎﺩﻳﺔ ﺍﻟﱵ ﳝﻜﻦ ﺗﻘﺪﳝﻬﺎ ﺑﺸﻜﻞ ﻣﻨﻔﺼﻞ ﻭﺗﻮﻓﺮ ﺇﺷﺒﺎﻉ‬
‫ﻟﺮﻏﺒﺎﺕ ﻭﺣﺎﺟﺎﺕ ﺍﻟﻀﻴﻮﻑ‪ ،‬ﻭﻟﻴﺲ ﺑﺎﻟﻀﺮﻭﺭﺓ ﺃﻥ ﺗﺮﺗﺒﻂ ﻣﻊ ﺑﻴﻊ ﻣﻨﺘﺞ ﺁﺧﺮ ﻭﻋﻨﺪ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ ﻻ ﻳﺘﻄﻠﺐ‬
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‫ﻧﻘﻞ ﺍﳌﻠﻜﻴﺔ‪.‬‬
‫‪ -‬ﻛﻤﺎ ﻋﺮﻓﺖ ﺑﺄ‪‬ﺎ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﻷﻧﺸﻄﺔ ﺍﳌﺘﺪﺍﺧﻠﺔ ﺑﲔ ﺍﻟﻌﻤﻴﻞ ﻭﻣﻮﻓﺮ ﺍﳋﺪﻣﺔ‪ ،‬ﲝﻴﺚ ﻳﺴﻌﻰ ﻣﻮﻓﺮ ﺍﳋﺪﻣﺔ ﻣﻦ‬
‫ﺃﺟﻞ ﲢﻘﻴﻖ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﳌﻨﺎﻓﻊ ﺍﳊﻘﻴﻘﻴﺔ ﻟﻠﻌﻤﻴﻞ‪ ،‬ﻓﻌﻨﺪﻣﺎ ﻳﺸﺘﺮﻱ ﻫﺬﺍ ﺍﻷﺧﲑ ﻏﺮﻓﺔ ﰲ ﻓﻨﺪﻕ ﻓﺈﻧﻪ ﻳﺸﺘﺮﻱ ﺳﻠﻌﺎ‬
‫ﻣﻠﻤﻮﺳﺔ ﻣﺜﻞ ﺍﻟﺴﺮﻳﺮ ﻭﺍﻷﺛﺎﺙ ﳌﺪﺓ ﳏﺪﻭﺩﺓ ﲤﺜﻞ ﻓﺘﺮﺓ ﺇﻗﺎﻣﺘﻪ ﻭﻻ ﻳﻨﺘﺞ ﻋﻦ ﺫﻟﻚ ﲤﻠﻜﻪ ﳍﺎ‪ ،‬ﻛﻤﺎ ﺃﻧﻪ ﻳﺸﺘﺮﻱ‬
‫ﺃﻳﻀﺎ ﲡﺮﺑﺔ ﺍﻟﻔﻨﺪﻕ)ﺟﻮ ﺍﻟﻔﻨﺪﻕ‪ ،‬ﻃﺮﻳﻘﺔ ﻣﻌﺎﻣﻠﺔ ﻭﺃﺩﺍﺀ ﺍﻟﻌﺎﻣﻠﲔ ﺃﻭ ﺍﻟﻘﺎﺋﻤﲔ ﺑﺎﳋﺪﻣﺔ ﻭﻣﻬﺎﺭﺍ‪‬ﻢ ﻭﳏﻔﺰﺍ‪‬ﻢ(‬
‫ﻟﻴﺘﺤﺼﻞ ﻋﻠﻰ ﺣﺰﻣﺔ ﺍﳌﻨﺎﻓﻊ‪ ،‬ﺍﻟﱵ ﻳﻜﻮﻥ ﺍﻟﺒﻌﺾ ﻣﻨﻬﺎ ﻃﺒﻴﻌﻴﺎ‪ ،‬ﻣﺜﻞ ﺍﻟﺮﺍﺣﺔ ﰲ ﺳﺮﻳﺮ ﺍﻟﻔﻨﺪﻕ ﺑﻴﻨﻤﺎ ﻳﻜﻮﻥ‬
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‫ﺑﻌﻀﻬﺎ ﻧﻔﺴﻴﺎ ﻣﺜﻞ ﺍﻻﺳﺘﻤﺘﺎﻉ ﻭﺍﻟﺴﻌﺎﺩﺓ‪.‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺑﻨﺎﺀﺍ ﻋﻠﻰ ﺍﻟﺘﻌﺮﻳﻔﲔ ﺍﻟﺴﺎﺑﻘﲔ‪ ،‬ﳝﻜﻦ ﺍﻟﻘﻮﻝ ﺑﺄﻥ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻫﻲ ﺗﻠﻚ ﺍﻷﻧﺸﻄﺔ ﺍﻟﱵ ﺗﺮﺗﺒﻂ ﺑﺈﻗﺎﻣﺔ‬
‫ﻭﺇﻳﻮﺍﺀ ﻭﺇﻋﺎﺷﺔ ﺍﻟﱰﻻﺀ ﺑﺼﺮﻑ ﺍﻟﻨﻈﺮ ﻋﻦ ﻭﺳﻴﻠﺔ ﻫﺬﻩ ﺍﻹﻗﺎﻣﺔ ﺃﻭ ﺍﻹﻋﺎﺷﺔ‪ ،‬ﺪﻑ ﺇﺷﺒﺎﻉ ﺭﻏﺒﺎ‪‬ﻢ ﻭﲢﻘﻴﻖ‬
‫ﺭﺿﺎﻫﻢ‪ ،‬ﺑﺎﻋﺘﺒﺎﺭ ﺫﻟﻚ ﺃﻓﻀﻞ ﻃﺮﻳﻘﺔ ﻟﻀﻤﺎﻥ ﺍﺳﺘﻤﺮﺍﺭﻳﺔ ﻧﺸﺎﻁ ﺍﻟﻘﻄﺎﻉ ﺍﻟﻔﻨﺪﻗﻲ ﻭﺗﻨﻤﻴﺔ ﻋﺎﺋﺪﺍﺗﻪ‪.‬‬
‫ﺝ‪-‬ﺧﺼﺎﺋﺺ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪:‬‬
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‫ﺇﻥ ﺧﺼﺎﺋﺺ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻻ ﺗﺒﺘﻌﺪ ﻋﻦ ﺍﳋﺼﺎﺋﺺ ﺍﻟﻌﺎﻣﺔ ﻟﻠﺨﺪﻣﺎﺕ‪ ،‬ﻭﺍﻟﱵ ﺗﺘﻤﺜﻞ ﻓﻴﻤﺎ ﻳﻠﻲ‪:‬‬
‫‪ -‬ﺍﻟﻼﻣﻠﻤﻮﺳﻴﺔ‪ :‬ﻳﻘﺼﺪ ‪‬ﺎ "ﻋﺪﻡ ﺭﺅﻳﺔ‪ ،‬ﳌﺲ ﺃﻭ ﲡﺮﻳﺐ ﺍﳋﺪﻣﺔ‪ ،‬ﻫﺬﺍ ﻣﺎ ﻳﺪﻓﻊ ﺇﱃ ﺻﻌﻮﺑﺔ ﺗﺼﻮﺭﻫﺎ ﺫﻫﻨﻴﺎ‪ ،‬ﻛﻤﺎ‬
‫ﻳﺆﺩﻱ ﰲ ﺍﻟﻐﺎﻟﺐ ﳌﻌﺮﻓﺔ ﻏﲑ ﺩﻗﻴﻘﺔ ﻟﻠﻨﺘﻴﺠﺔ ﻣﺴﺒﻘﺎ"‪ ،10‬ﻭﻟﺘﻼﰲ ﻫﺬﻩ ﺍﻟﺼﻌﻮﺑﺔ ﳚﺐ ﺍﻟﺒﺤﺚ ﻋﻦ ﻣﻌﺎﻳﲑ ﺗﺪﻝ ﻋﻠﻰ ﺟﻮﺩﺓ‬
‫ﺍﳋﺪﻣﺔ ﻣﺜﻞ ‪ :‬ﻣﻜﺎﻥ ﺃﺩﺍﺋﻬﺎ‪ ،‬ﻣﻘﺪﻣﻬﺎ ﻭﺍﻷﺟﻬﺰﺓ ﺍﳌﺴﺘﺨﺪﻣﺔ‪.‬‬
‫‪ -‬ﺍﻟﺘﻼﺯﻣﻴﺔ ﺃﻭ ﻋﺪﻡ ﺍﻻﻧﻔﺼﺎﻝ‪ :‬ﺍﻟﺘﻼﺯﻣﻴﺔ ﻣﻔﻬﻮﻡ ﻳﺘﻜﻮﻥ ﻣﻦ ﺑﻌﺪﻳﻦ‪ ،‬ﺍﻟﺒﻌﺪ ﺍﻷﻭﻝ ﻫﻮ ﺍﻟﺘﻼﺯﻣﻴﺔ ﺑﲔ ﺍﻹﻧﺘـﺎﺝ‬
‫ﻭﺍﻻﺳﺘﻬﻼﻙ‪ ،‬ﻓﻨﺠﺪ ﺍﳋﺪﻣﺎﺕ ﺗﺒﺎﻉ ﺃﻭﻻ ﰒ ﺗﻨﺘﺞ ﻭﺗﺴﺘﻬﻠﻚ ﰲ ﻧﻔﺲ ﺍﻟﻮﻗﺖ‪ ،‬ﺃﻣﺎ ﺍﻟﺒﻌﺪ ﺍﻟﺜﺎﱐ ﻟﻠﺘﻼﺯﻣﻴﺔ ﻫﻮ ﺃﻥ ﺍﳌﺴﺘﻔﻴﺪ‬
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‫ﻻ ﳝﻜﻦ ﻓﺼﻠﻪ ﰲ ﺃﻏﻠﺐ ﺍﳊﺎﻻﺕ ﺃﺛﻨﺎﺀ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ‪.‬‬
‫‪ -‬ﻋﺪﻡ ﺍﻟﺘﺠﺎﻧﺲ ﰲ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ‪ :‬ﺗﺘﻤﻴﺰ ﺍﳋﺪﻣﺎﺕ ﺑﺎﻟﺘﺒﺎﻳﻦ ﻻﻋﺘﻤﺎﺩﻫﺎ ﻋﻠﻰ ﻛﻔﺎﺀﺓ ﻭﻣﻬﺎﺭﺓ ﻣﻘﺪﻣﻬﺎ‪ ،‬ﻭﻛﺬﺍ ﻣﻜﺎﻥ‬
‫ﻭﺯﻣﺎﻥ ﺗﻘﺪﳝﻬﺎ‪.‬‬
‫‪ -‬ﻋﺪﻡ ﺍﻟﻘﺎﺑﻠﻴﺔ ﻟﻠﺘﺨﺰﻳﻦ‪ :‬ﺗﺘﻤﻴﺰ ﺍﳋﺪﻣﺎﺕ ﺑﺼﻔﺔ ﻋﺎﻣﺔ ﺑﻌﺪﻡ ﻗﺎﺑﻠﻴﺘﻬﺎ ﻟﻠﺘﺨﺰﻳﻦ ﻃﺎﳌﺎ ﺃ‪‬ﺎ ﻏﲑ ﻣﻠﻤﻮﺳﺔ‪.‬‬
‫‪ -‬ﻋﺪﻡ ﲤﻠﻚ ﺍﳋﺪﻣﺔ‪ :‬ﺃﻱ ﺃﻥ ﺍﳋﺪﻣﺔ ﻻ ﲤﺘﻠﻚ ﺃﻭ ﺗﻨﻘﻞ ﻣﻠﻜﻴﺘﻬﺎ ﻣﻦ ﺍﳌﻨﺘﺞ ﺇﱃ ﺍﻟﺰﺑﻮﻥ ﻋﻨﺪ ﺍﻻﺗﻔﺎﻕ ﻋﻠﻴﻬﺎ‪ .‬ﺇﻻ ﺃﻥ‬
‫ﺍﳋﺪﻣﺔ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺗﺘﻤﻴﺰ ﲞﺼﺎﺋﺺ ﺇﺿﺎﻓﻴﺔ‪ ،‬ﻭﻫﻲ‪ :‬ﺍﻟﺴﺮﻋﺔ ﰲ ﺃﺩﺍﺀﻫﺎ ﻭﺍﻟﻄﻠﺐ ﻋﻠﻴﻬﺎ ﻏﲑ ﻗﺎﺑﻞ ﻟﻠﺘﺄﺟﻴﻞ‪ ،‬ﺻﻌﻮﺑﺔ ﲢﺪﻳﺪ‬
‫ﻭﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ‪ ،‬ﺍﻻﺳﺘﻤﺮﺍﺭﻳﺔ‪.‬‬
‫ﺩ‪ -‬ﺃﻧﻮﺍﻉ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪:‬‬
‫ﻣﻘﺎﺭﻧﺔ ﺑﻌﻨﺎﺻﺮ ﺍﻟﺴﻴﺎﺣﺔ ﺍﻷﺧﺮﻯ ﻛﺎﻟﻄﻌﺎﻡ ﻭﺍﻟﺸﺮﺍﺏ ﻭﺍﻟﻨﻘﻞ ﻭﺍﳋﺪﻣﺎﺕ ﺍﻟﺘﻜﻤﻴﻠﻴﺔ‪ ،‬ﳒﺪ ﺃﻥ ﺍﻟﻔﻨﺎﺩﻕ ﺗﺘﺼﻒ‬
‫ﺑﺎﻟﺘﻨﻮﻳﻊ ﰲ ﺍﳋﺪﻣﺎﺕ ﺍﳌﻄﺮﻭﺣﺔ ﻟﻠﺰﺑﺎﺋﻦ ﻭﺧﺎﺻﺔ ﰲ ﺍﻟﻔﻨﺎﺩﻕ ﺍﻟﻜﺒﲑﺓ ﻭﻧﺴﺒﻴﺎ ﰲ ﺍﻟﻔﻨﺎﺩﻕ ﺍﻟﺼﻐﲑﺓ‪ ،‬ﺣﻴﺚ ﺗﻘﺪﻡ ﺍﻟﻔﻨﺎﺩﻕ‬
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‫ﺍﳋﺪﻣﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪ -‬ﺧﺪﻣﺎﺕ ﺍﻹﻳﻮﺍﺀ‪ :‬ﻭﲤﺜﻞ ﺟﻮﻫﺮ ﺍﳋﺪﻣﺔ ﺍﻟﻔﻨﺪﻗﻴﺔ ﳌﺨﺘﻠﻒ ﺍﻟﺪﺭﺟﺎﺕ ﻭﻏﲑﻫﺎ ﻣﻦ ﺃﻧﻮﺍﻉ ﺍﻹﻳﻮﺍﺀ ﺍﻷﺧﺮﻯ‪،‬‬
‫ﻛﺎﻟﺸﻘﻖ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﺍﻟﻘﺮﻯ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻭﻏﲑﻫﺎ‪ ،‬ﻭﻳﻨﻔﻖ ﺍﻟﻀﻴﻒ ﻋﻠﻰ ﻫﺬﻩ ﺍﳋﺪﻣﺔ ﺣﻮﺍﱄ ‪%40‬ﻣﻦ ﻣﻴﺰﺍﻧﻴﺘﻪ‬
‫ﺍﻟﺴﻴﺎﺣﺔ‪.‬‬
‫‪ -‬ﺧﺪﻣﺎﺕ ﺍﻟﻄﻌﺎﻡ ﻭﺍﻟﺸﺮﺍﺏ‪ :‬ﳛﺘﻮﻱ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺃﻧﻮﺍﻉ ﺍﳌﻄﺎﻋﻢ ﺍﳌﺘﺨﺼﺼﺔ ﻛﺎﳌﻄﻌﻢ ﺍﻟﻠﺒﻨﺎﱐ‬
‫ﻭﺍﻹﻳﻄﺎﱄ ﻭﺍﻟﺼﻴﲏ ﻭﻏﲑﻫﺎ‪ ،‬ﻭﺗﺸﻜﻞ ﺣﻮﺍﱄ ‪%29‬ﻣﻦ ﻧﻔﻘﺎﺕ ﺍﻟﻀﻴﻒ‪.‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫‪ -‬ﺍﳋﺪﻣﺎﺕ ﺍﻹﺿﺎﻓﻴﺔ‪ :‬ﻭﻫﻲ ﺍﳋﺪﻣﺎﺕ ﺍﳌﺴﺎﻋﺪﺓ ﺍﻟﱵ ﺗﻘﺪﻣﻬﺎ ﺍﻟﻔﻨﺎﺩﻕ‪ ،‬ﻛﺨﺪﻣﺎﺕ ﺗﺄﺟﲑ ﺍﻟﺴﻴﺎﺭﺍﺕ ﻭﺍﳋﺪﻣﺎﺕ‬
‫ﺍﻟﺒﻨﻜﻴﺔ‪ ،‬ﺧﺪﻣﺎﺕ ﺍﻟﻨﺎﺩﻱ ﺍﻟﻔﻨﺪﻗﻲ‪ ،‬ﺧﺪﻣﺎﺕ ﺍﳌﺴﺎﺑﺢ‪ ،‬ﺧﺪﻣﺎﺕ ﺭﺟﺎﻝ ﺍﻷﻋﻤﺎﻝ ﻭﺍﳌﺆﲤﺮﺍﺕ ﻭﺍﳊﻔﻼﺕ ﻭﻏﲑﻫﺎ‬
‫ﻣﻦ ﺍﳋﺪﻣﺎﺕ ﺍﻷﺧﺮﻯ‪.‬‬
‫ﳑﺎ ﺳﺒﻖ‪ ،‬ﳝﻜﻦ ﺍﻟﻘﻮﻝ ﺑﺄﻥ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﳚﺐ ﺃﻥ ﺗﺘﻤﻴﺰ ﺑﺎﳉﻮﺩﺓ ﻟﻜﻲ ﺗﺸﺒﻊ ﺣﺎﺟﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ‪ ،‬ﻭﻟﺘﻜﻮﻥ‬
‫ﻧﻘﻄﺔ ﺟﺬﺏ ﻟﻠﺴﻮﺍﺡ‪ .‬ﻭﻋﻠﻴﻪ‪ ،‬ﻻﺑﺪ ﻣﻦ ﻣﻌﺮﻓﺔ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﺗﻘﻴﻴﻤﻬﺎ ﻭﻋﻼﻗﺘﻬﺎ ﺑﺮﺿﺎ ﺍﻟﺰﺑﻮﻥ‪.‬‬
‫‪ .2‬ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﻋﻼﻗﺘﻬﺎ ﺑﺮﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ‪:‬‬
‫ﺳﻨﻮﺿﺢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻣﻦ ﺣﻴﺚ‪ :‬ﺍﳌﻔﻬﻮﻡ‪ ،‬ﺃﺑﻌﺎﺩ ﺗﻘﻴﻴﻤﻬﺎ ﻭﻋﻼﻗﺔ ﺍﳉﻮﺩﺓ ﺑﺎﻟﺮﺿﺎ ﻛﺎﻵﰐ‪:‬‬
‫ﺃ‪ -‬ﻣﻔﻬﻮﻡ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪:‬‬
‫ﻟﻘﺪ ﻭﺭﺩﺕ ﻋﺪﺓ ﺗﻌﺮﻳﻔﺎﺕ ﳉﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﺃﳘﻬﺎ‪:‬‬
‫‪ -‬ﻋﺮﻓﺖ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻣﻦ ﻭﺟﻬﺔ ﺍﻟﻨﻈﺮ ﺍﻟﺪﺍﺧﻠﻴﺔ ﻋﻠﻰ ﺃﺳﺎﺱ ﺍﻻﻟﺘﺰﺍﻡ ﺑﺎﳌﻮﺍﺻﻔﺎﺕ ﺍﻟﱵ ﰎ ﺗﺼﻤﻴﻢ‬
‫ﺍﳋﺪﻣﺔ ﺍﻟﺴﻴﺎﺣﻴﺔ ﻋﻠﻰ ﺃﺳﺎﺳﻬﺎ ﺑﺄ‪‬ﺎ ﺗﻌﱪ ﻋﻦ ﻭﺟﻬﺔ ﻧﻈﺮ ﺍﻹﺩﺍﺭﺓ‪ ،‬ﻓﻴﻤﺎ ﺗﻌﱪ ﻭﺟﻬﺔ ﺍﻟﻨﻈﺮ ﺍﳋﺎﺭﺟﻴﺔ ﻋﻦ‬
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‫ﻣﻮﺍﻗﻒ ﺍﻟﺰﺑﺎﺋﻦ ﻭﺍﲡﺎﻫﺎ‪‬ﻢ ﺇﺯﺍﺀ ﻣﺎ ﺗﻘﺪﻡ ﳍﻢ ﺍﻟﻔﻨﺎﺩﻕ ﻣﻦ ﺧﺪﻣﺎﺕ‪.‬‬
‫‪ -‬ﻋﺮﻓﺖ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺑﺄ‪‬ﺎ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﻟﺼﻔﺎﺕ ﻭﺍﳋﺼﺎﺋﺺ ﻭﺍﳌﻨﺎﻓﻊ ﺍﻟﻘﻴﻤﺔ ﺍﻟﱵ ﺗﺘﻤﺘﻊ ‪‬ﺎ ﺍﳋﺪﻣﺔ‪،‬‬
‫ﲝﻴﺚ ﺗﻜﻮﻥ ﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺗﻠﺒﻴﺔ ﻣﻄﺎﻟﺐ ﺍﻟﺰﺑﺎﺋﻦ ﺍﳊﺎﻟﻴﺔ ﻭﺍﳌﺴﺘﻘﺒﻠﻴﺔ ﻭﺑﺴﻌﺮ ﻣﻨﺎﺳﺐ ﻟﺘﺤﻘﻴﻖ ﺭﺿﺎﻫﻢ‬
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‫ﻭﺇﺳﻌﺎﺩﻫﻢ‪ ،‬ﻭﻳﺘﻢ ﺫﻟﻚ ﻣﻦ ﺧﻼﻝ ﻣﻘﺎﻳﻴﺲ ﻣﺴﺒﻘﺔ ﻟﺘﻘﻴﻴﻢ ﺍﳋﺪﻣﺔ ﻭﲢﻘﻴﻖ ﺻﻔﺔ ﺍﻟﺘﻤﻴﺰ ﻓﻴﻬﺎ‪.‬‬
‫ﻣﻦ ﺧﻼﻝ ﺍﻟﺘﻌﺮﻳﻔﲔ ﺍﻟﺴﺎﺑﻘﲔ‪ ،‬ﳒﺪ ﻣﻦ ﺍﻟﺼﻌﻮﺑﺔ ﺇﳚﺎﺩ ﺗﻌﺮﻳﻒ ﳏﺪﺩ ﳉﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻣﻦ ﺯﺍﻭﻳﺔ ﻭﺍﺣﺪﺓ‪،‬‬
‫ﻓﺎﻟﻨﻈﺮ ﺇﱃ ﺍﳉﻮﺩﺓ ﻳﺘﻄﻠﺐ ﺃﻥ ﻳﻜﻮﻥ ﺷﺎﻣﻼ ﻭﺗﻠﱯ ﻣﻄﺎﻟﺐ ﺍﻟﺰﺑﺎﺋﻦ ﻭﳐﺘﻠﻒ ﺍﻷﻓﺮﺍﺩ ﺍﻵﺧﺮﻳﻦ‪ ،‬ﻭﻟﺬﻟﻚ ﳚﺐ ﺃﻭﻻ ﲢﺪﻳﺪ‬
‫ﺍﻟﺰﺑﺎﺋﻦ ﻋﻠﻰ ﺍﺧﺘﻼﻑ ﺃﺷﻜﺎﳍﻢ‪ ،‬ﰒ ﺍﻟﻮﻗﻮﻑ ﻋﻠﻰ ﻭﺟﻬﺎﺕ ﻧﻈﺮﻫﻢ ﰲ ﻣﺴﺄﻟﺔ ﺣﺴﻦ ﺍﳋﺪﻣﺔ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﺛﺎﻧﻴﺎ‪.‬‬
‫ﻭﻣﻦ ﺍﻷﻣﻮﺭ ﺍﻟﱵ ﻳﺘﻮﻗﻌﻬﺎ ﺍﻟﺰﺑﺎﺋﻦ ﳉﻮﺩﺓ ﺍﳋﺪﻣﺔ ﺍﻟﱵ ﻳﻄﻠﺒﻬﺎ ﻫﻲ ﺳﻬﻮﻟﺔ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﳋﺪﻣﺔ ﺑﺄﻗﻞ ﻭﻗﺖ ﺍﻧﺘﻈﺎﺭ ﳑﻜﻦ‪.‬‬
‫ﺏ‪ -‬ﺃﺑﻌﺎﺩ ﻭﻣﻌﺎﻳﲑ ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪:‬‬
‫ﺣﱴ ﺗﺘﻤﻜﻦ ﺍﻟﻔﻨﺎﺩﻕ ﻣﻦ ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺧﺪﻣﺎ‪‬ﺎ‪ ،‬ﻓﺈﻧﻪ ﻳﺘﻌﲔ ﻋﻠﻴﻬﺎ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﻣﻌﺎﻳﲑ ﺍﻟﺘﻘﻴﻴﻢ‪ ،‬ﻭﺍﻟﱵ ﺣﺪﺩﻫﺎ‬
‫ﻋﺪﺩ ﻣﻦ ﺍﻟﺒﺎﺣﺜﲔ ﻧﺬﻛﺮ ﻣﻨﻬﻢ )‪ (Berry, Parasuraman, Zeithmal, Taylor et Cronin‬ﻓﻴﻤﺎ‬
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‫ﻳﻠﻲ‪:‬‬
‫‪ -‬ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ :‬ﺃﻱ ﻗﺪﺭﺓ ﻣﻘﺪﻡ ﺍﳋﺪﻣﺔ ﻋﻠﻰ ﺃﺩﺍﺀ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺑﺸﻜﻞ ﳝﻜﻦ ﻣﻦ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻴﻬﺎ ﻭﺃﻳﻀﺎ ﺑﺪﺭﺟﺔ‬
‫ﻋﺎﻟﻴﺔ ﻣﻦ ﺍﻟﺪﻗﺔ ﻭﺍﻟﺼﺤﺔ‪.‬‬
‫‪ -‬ﻣﺪﻯ ﺇﻣﻜﺎﻧﻴﺔ ﻭﺗﻮﻓﺮ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ :‬ﺃﻱ ﺗﻮﻓﺮﻫﺎ ﰲ ﺍﻟﻮﻗﺖ ﺍﳌﻨﺎﺳﺐ‪ ،‬ﻭﺍﳌﻜﺎﻥ ﺍﻟﺬﻱ ﻳﺮﻏﺒﻪ‬
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‫ﺍﻟﺰﺑﻮﻥ‪ ،‬ﻭﺳﻬﻮﻟﺔ ﺍﻟﻮﺻﻮﻝ ﺇﱃ ﻣﻜﺎﻥ ﺗﻠﻘﻴﻬﺎ‪.‬‬
‫‪ -‬ﺍﻷﻣﺎﻥ‪ :‬ﺃﻱ ﺩﺭﺟﺔ ﺍﻟﺸﻌﻮﺭ ﺑﺎﻷﻣﺎﻥ ﻭﺍﻟﺜﻘﺔ ﰲ ﺍﳋﺪﻣﺔ ﺍﳌﻘﺪﻣﺔ ﻭﲟﻦ ﻳﻘﺪﻣﻬﺎ‪.‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫‪ -‬ﺍﳌﺼﺪﺍﻗﻴﺔ‪ :‬ﺩﺭﺟﺔ ﺍﻟﺜﻘﺔ ﲟﻘﺪﻡ ﺍﳋﺪﻣﺔ‪.‬‬
‫‪ -‬ﺩﺭﺟﺔ ﺗﻔﻬﻢ ﻣﻘﺪﻡ ﺍﳋﺪﻣﺔ ﳊﺎﺟﺎﺕ ﺍﻟﺰﺑﻮﻥ‪ :‬ﺃﻱ ﻣﺪﻯ ﻗﺪﺭﺓ ﻣﻘﺪﻡ ﺍﳋﺪﻣﺔ ﻋﻠﻰ ﺗﻔﻬﻢ ﺍﺣﺘﻴﺎﺟـﺎﺕ ﺍﻟﺰﺑﻮﻥ‬
‫ﻭﺗﺰﻭﻳﺪﻩ ﺑﺎﻟﺮﻋﺎﻳﺔ ﻭﺍﻟﻌﻨﺎﻳﺔ‪.‬‬
‫‪ -‬ﺍﻻﺳﺘﺠﺎﺑﺔ‪ :‬ﻣﺪﻯ ﻗﺪﺭﺓ ﻭﺭﻏﺒﺔ ﻭﺍﺳﺘﻌﺪﺍﺩ ﻣﻘﺪﻡ ﺍﳋﺪﻣﺔ ﺑﺸﻜﻞ ﺩﺍﺋﻢ ﰲ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ ﻟﻠﺰﺑﺎﺋﻦ ﻋﻨﺪ ﺍﺣﺘﻴﺎﺟﻬﻢ ﳍﺎ‪.‬‬
‫‪ -‬ﺍﻟﻜﻔﺎﺀﺓ‪ :‬ﺃﻱ ﻛﻔﺎﺀﺓ ﺍﻟﻘﺎﺋﻤﲔ ﻋﻠﻰ ﺃﺩﺍﺀ ﺍﳋﺪﻣﺔ ﻣﻦ ﺣﻴﺚ ﺍﳌﻬﺎﺭﺍﺕ ﻭﺍﳌﻌﺮﻓﺔ ﺍﻟﱵ ﲤﻜﻨﻬﻢ ﻣﻦ ﺃﺩﺍﺀ ﺍﳋﺪﻣﺔ‪.‬‬
‫‪ -‬ﺍﳉﻮﺍﻧﺐ ﺍﳌﻠﻤﻮﺳﺔ‪ :‬ﻛﺜﲑﺍ ﻣﺎ ﻳﺘﻢ ﺗﻘﻴﻴﻢ ﺍﳋﺪﻣﺔ ﺑﻨﺎﺀ ﻋﻠﻰ ﺍﻟﺘﺴﻬﻴﻼﺕ ﺍﳌﺎﺩﻳﺔ ﻣﺜﻞ ﺍﻷﺟﻬﺰﺓ‪ ،‬ﺍﳌﻈﻬﺮ ﺍﻟﺪﺍﺧﻠﻲ ﻟﻠﻔﻨﺎﺩﻕ‬
‫ﻭﻣﻈﻬﺮ ﺍﻟﻌﻤﺎﻝ‪.‬‬
‫‪ -‬ﺍﻻﺗﺼﺎﻻﺕ‪ :‬ﺃﻱ ﺗﺰﻭﻳﺪ ﺍﻟﺰﺑﺎﺋﻦ ﺑﺎﳌﻌﻠﻮﻣﺎﺕ ﻭﺑﺎﻟﻠﻐﺔ ﺍﻟﱵ ﻳﻔﻬﻤﻮ‪‬ﺎ‪ ،‬ﻭﺗﻘﺪﱘ ﺍﻟﺘﻮﺿﻴﺤﺎﺕ ﺍﻟﻼﺯﻣﺔ ﺣﻮﻝ ﻃﺒﻴﻌﺔ‬
‫ﺍﳋﺪﻣﺔ ﻭﺗﻜﻠﻔﺘﻬﺎ‪.‬‬
‫‪ -‬ﺍﻟﻠﺒﺎﻗﺔ‪ :‬ﺃﻱ ﲤﺘﻊ ﻣﻘﺪﻣﻲ ﺍﳋﺪﻣﺎﺕ ﺑﺮﻭﺡ ﺍﻟﺼﺪﺍﻗﺔ‪ ،‬ﺍﻻﺣﺘﺮﺍﻡ ﻭﺍﻟﻠﻄﻒ ﰲ ﺍﻟﺘﻌﺎﻣﻞ ﻭﺍﻻﺳﺘﻘﺒﺎﻝ ﺍﻟﻄﻴﺐ ﻣﻊ ﺍﻟﺘﺤﻴﺔ‬
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‫ﻭﺍﻻﺑﺘﺴﺎﻣﺔ ﻣﻊ ﺍﻟﺰﺑﺎﺋﻦ‪.‬‬
‫ﰲ ﺩﺭﺍﺳﺔ ﻻﺣﻘﺔ‪ ،‬ﲤﻜﻦ )‪ (Berry‬ﻭﺯﻣﻼﺅﻩ ﻣﻦ ﺩﻣﺞ ﻫﺬﻩ ﺍﳌﻌﺎﻳﲑ ﺍﻟﻌﺸﺮﺓ ﰲ ﲬﺴﺔ ﻣﻌﺎﻳﲑ ﻓﻘﻂ‪ ،‬ﻫﻲ‪ :‬ﺍﳉﻮﺍﻧﺐ‬
‫ﺍﳌﻠﻤﻮﺳﺔ‪ ،‬ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ ،‬ﺍﻻﺳﺘﺠﺎﺑﺔ‪ ،‬ﺍﻷﻣﺎﻥ ﻭﺍﻟﺘﻌﺎﻃﻒ‪ 18.‬ﻭﻗﺪ ﺃﺛﺒﺘﺖ ﺗﻠﻚ ﺍﻟﺪﺭﺍﺳﺔ‪ ،‬ﺃﻧﻪ ﻋﻠﻰ ﺍﻟﺮﻏﻢ ﻣﻦ ﺍﻟﻨﻈﺮ ﺇﱃ‬
‫ﺍﳌﻌﺎﻳﲑ ﻋﻠﻰ ﺃ‪‬ﺎ ﺿﺮﻭﺭﻳﺔ‪ ،‬ﺇﻻ ﺃﻥ ﺍﻟﻮﺯﻥ ﺍﻟﻨﺴﱯ ﳍﺎ ﳜﺘﻠﻒ ﺑﲔ ﺍﻟﺰﺑﺎﺋﻦ ﻭﻣﻦ ﻣﺆﺳﺴﺔ ﺧﺪﻣﻴﺔ ﻷﺧﺮﻯ‪.‬‬
‫ﻭﻣﻦ ﺃﺟﻞ ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﰎ ﺗﻄﻮﻳﺮ ﳎﻤﻮﻋﺔ ﻣﻦ ﺍﳌﺘﻐﲑﺍﺕ ﺍﻟﻔﺮﻋﻴﺔ ﲝﻴﺚ ﺗﺸﺮﺡ ﺍﳌﻌﺎﻳﲑ ﻛﻤﺎ‬
‫ﻳﻮﺿﺤﻪ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(01‬ﺣﻴﺚ ﻳﺘﺒﲔ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻧﻪ ﰎ ﺻﻴﺎﻏﺔ ﺍﳌﺘﻐﲑﺍﺕ ﺍﳋﺎﺻﺔ ﺑﻜﻞ ﻣﻌﻴﺎﺭ ﻭﻓﻘﺎ ﳌﺎ ﻳﺘﻼﺀﻡ ﻣﻊ‬
‫ﺍ‪‬ﺎﻝ ﺍﻟﻔﻨﺪﻗﻲ ﻭﺍﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﺰﺑﻮﻥ‪.‬‬
‫ﺝ‪ -‬ﺍﳉﻮﺩﺓ ﻭﺍﻟﺮﺿﺎ‪:‬‬
‫ﻳﺴﺘﺨﺪﻡ ﺍﻟﻜﺜﲑﻭﻥ ﻣﺼﻄﻠﺤﻲ ﺍﳉﻮﺩﺓ ﻭﺍﻟﺮﺿﺎ ﻛﻤﻔﻬﻮﻣﲔ ﺑﺪﻳﻠﲔ‪ ،‬ﻟﻜﻦ ﻫﻨﺎﻟﻚ ﰲ ﺍﻟﻮﺍﻗﻊ ﻓﺮﻗﺎ ﺑﲔ‬
‫ﺍﳌﺼﻄﻠﺤﲔ‪ ،‬ﻓﺎﻟﺮﺿﺎ ﳝﺜﻞ ﻣﻔﻬﻮﻣﺎ ﺃﻭﺳﻊ ﻣﻦ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ‪ ،‬ﺇﺫ ﳝﺜﻞ ﺗﻘﻴﻴﻢ ﺍﻟﺰﺑﻮﻥ ﻟﻠﺨﺪﻣﺔ ﻣﻦ ﺧﻼﻝ ﻗﺪﺭ‪‬ﺎ ﻋﻠﻰ ﺗﻠﺒﻴﺔ‬
‫ﺣﺎﺟﺎﺗﻪ ﻭﺗﻮﻗﻌﺎﺗﻪ‪ ،‬ﻭﻗﺪ ﻋﺮﻑ ﺍﻟﺮﺿﺎ ﺑﺄﻧﻪ ﺗﻘﻴﻴﻢ ﺍﻟﺰﺑﺎﺋﻦ ﻟﻠﻤﻨﺘﺞ ﺃﻭ ﺍﳋﺪﻣﺔ ﻣﻦ ﺧﻼﻝ ﻗﺪﺭﺓ ﺍﳌﻨﺘﺞ ﺃﻭ ﺍﳋﺪﻣﺔ ﻋﻠﻰ ﺗﻠﺒﻴﺔ‬
‫ﺣﺎﺟﺎ‪‬ﻢ ﻭﺗﻮﻗﻌﺎ‪‬ﻢ‪ ،‬ﻭﻣﻨﻪ ﻓﺈﻥ ﻋﺪﻡ ﺍﻟﺮﺿﺎ ﻧﺎﺗﺞ ﻋﻦ ﻓﺸﻞ ﺍﳌﻨﺘﺞ ﺃﻭ ﺍﳋﺪﻣﺔ ﰲ ﺗﻠﺒﻴﺔ ﺣﺎﺟﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﻭﺗﻮﻗﻌﺎ‪‬ﻢ‪ ،‬ﺃﻣﺎ‬
‫ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﻓﺘﺮﻛﺰ ﻋﻠﻰ ﺃﺑﻌﺎﺩ ﳏﺪﺩﺓ ﰲ ﺍﳋﺪﻣﺔ ﻣﺜﻞ ﺍﻻﻋﺘﻤﺎﺩﻳﺔ ﻭﺍﻻﺳﺘﺠﺎﺑﺔ ﻭﺍﻟﻀﻤﺎﻥ ﻭﺍﻟﻌﻨﺎﻳﺔ ﻭﺍﻟﻌﻨﺎﺻﺮ‬
‫ﺍﳌﻠﻤﻮﺳﺔ‪ 19.‬ﻭﺑﺎﻟﺘﺎﱄ‪ ،‬ﻓﺈﻥ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﻫﻲ ﺍﺣﺪﻯ ﻣﻜﻮﻧﺎﺕ ﺭﺿﺎ ﺍﻟﺰﺑﻮﻥ‪ ،‬ﻷﻥ ﺭﺿﺎﻩ ﻳﺘﺄﺛﺮ ﺑﺈﺩﺭﺍﻙ ﺍﻟﺰﺑﻮﻥ ﳉﻮﺩﺓ‬
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‫ﺍﳋﺪﻣﺔ ﻭﺟﻮﺩﺓ ﺍﳌﻨﺘﺞ ﻭﺍﻟﺴﻌﺮ ﻭﻛﺬﻟﻚ ﺍﻟﻌﻮﺍﻣﻞ ﺍﳌﻮﻗﻔﻴﺔ ﻭﺍﻟﺸﺨﺼﻴﺔ‪.‬‬
‫ﻭﻳﺮﻯ ﺍﻟﺒﻌﺾ ﺃﻥ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﻧﺎﲡﺔ ﻋﻦ ﺍﳌﻘﺎﺭﻧﺔ ﺑﲔ ﺗﻮﻗﻌﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﻷﺩﺍﺀ ﺍﳋﺪﻣﺔ ﻭﺇﺩﺭﺍﻛﻬﻢ ﳍﺬﺍ ﺍﻷﺩﺍﺀ‪ ،‬ﻋﻠﻰ‬
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‫ﺃﻭ ﻣﻦ ﺧﻼﻝ ﺇﺩﺭﺍﻙ ﺍﻷﺩﺍﺀ‬ ‫ﺣﲔ ﻳﺮﻯ ﺁﺧﺮﻭﻥ ﺃ‪‬ﺎ ﻧﺎﲡﺔ ﻋﻦ ﻣﻘﺎﺭﻧﺔ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﻟﻠﺨﺪﻣﺔ ﺑﺎﳌﻌﺎﻳﲑ ﺍﳌﺜﺎﻟﻴﺔ‪.‬‬
‫ﻭﺣﺪﻩ‪ 22.‬ﻛﻤﺎ ﺃﻥ ﻫﻨﺎﻙ ﻋﺪﻡ ﺍﺗﻔﺎﻕ ﺣﻮﻝ ﻃﺒﻴﻌﺔ ﺍﻟﻌﻼﻗﺔ ﺑﲔ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﻭﺍﻟﺮﺿﺎ‪ ،‬ﻓﺎﻟﺒﻌﺾ ﻳﺮﻯ ﺃﻥ ﺍﻟﺮﺿﺎ ﻳﺆﺩﻱ‬
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‫ﺇﱃ ﺇﺩﺭﺍﻙ ﺍﳉﻮﺩﺓ‪ 23.‬ﻋﻠﻰ ﺣﲔ ﻳﺮﻯ ﺁﺧﺮﻭﻥ ﺃﻥ ﺇﺩﺭﺍﻙ ﺍﳉﻮﺩﺓ ﻳﺆﺩﻱ ﺇﱃ ﲢﻘﻴﻖ ﺍﻟﺮﺿﺎ‪.‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﻭﻣﻦ ﺧﻼﻝ ﻣﺎ ﺳﺒﻖ‪ ،‬ﳝﻜﻦ ﺍﻟﻘﻮﻝ ﺃﻥ ﺍﳉﻮﺩﺓ ﺍﳌﺪﺭﻛﺔ ﺗﺆﺩﻱ ﺇﱃ ﲢﻘﻴﻖ ﺍﻟﺮﺿﺎ‪.‬‬
‫‪ .3‬ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﺴﺎﺑﻘﺔ‪:‬‬
‫ﺣﻀﻲ ﻣﻮﺿﻮﻉ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺑﺎﻫﺘﻤﺎﻡ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻟﺒﺎﺣﺜﲔ‪ ،‬ﻧﺬﻛﺮ ﺑﻌﻀﺎ ﻣﻨﻬﺎ ﻓﻴﻤﺎ ﻳﻠﻲ‪:‬‬
‫‪ -‬ﺩﺭﺍﺳﺔ ﺇﺑﺮﺍﻫﻴﻢ ﺑﻈﺎﻇﻮ‪ ،2010 ،‬ﺑﻌﻨﻮﺍﻥ‪ 25:‬ﺗﻘﻴﻴﻢ ﻭﺍﻗﻊ ﺗﻄﺒﻴﻖ ﺇﺩﺍﺭﺓ ﺍﳉﻮﺩﺓ ﰲ ﺍﻟﻔﻨﺎﺩﻕ‪ :‬ﺩﺭﺍﺳﺔ ﻣﻴﺪﺍﻧﻴﺔ‬
‫ﻋﻠﻰ ﻋﻴﻨﺔ ﻣﻦ ﻓﻨﺎﺩﻕ ﻓﺌﺔ ﲬﺲ ﳒﻮﻡ ﰲ ﺍﻷﺭﺩﻥ‪ ،‬ﻫﺪﻓﺖ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺇﱃ ﺗﺸﺨﻴﺺ ﻣﺪﻯ ﺇﺩﺭﺍﻙ ﺍﻟﻌﺎﻣﻠﲔ‬
‫ﰲ ﺍﻟﻔﻨﺎﺩﻕ ﻓﺌﺔ ﺍﳋﻤﺲ ﳒﻮﻡ ﺃﳘﻴﺔ ﺗﻄﺒﻴﻖ ﻣﺒﺎﺩﺉ ﺇﺩﺍﺭﺓ ﺍﳉﻮﺩﺓ ﺍﻟﺸﺎﻣﻠﺔ ﺍﻟﱵ ﲤﺜﻠﺖ ﰲ ﺭﺿﺎ ﺍﻟﺰﺑﻮﻥ )ﺍﻟﺴﺎﺋﺢ(‪،‬‬
‫ﻭﺍﻟﺘﺰﺍﻡ ﻭﺩﻋﻢ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ‪ ،‬ﻭﺍﻟﺘﺤﺴﲔ ﺍﳌﺴﺘﻤﺮ‪ ،‬ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺇﺷﺮﺍﻙ ﺍﳌﻮﻇﻔﲔ ﻭﲤﻜﻴﻨﻬﻢ‪ ،‬ﻛﻤﺎ ﻫﺪﻓﺖ‬
‫ﺍﻟﺪﺭﺍﺳﺔ ﺇﱃ ﺑﻴﺎﻥ ﻣﺪﻯ ﻭﺟﻮﺩ ﻓﺮﻭﻗﺎﺕ ﻣﻌﻨﻮﻳﺔ ﰲ ﺇﺩﺭﺍﻙ ﺍﻟﻌﺎﻣﻠﲔ ﻷﳘﻴﺔ ﺗﻄﺒﻴﻖ ﺍﳌﺒﺎﺩﺉ‪ ،‬ﺇﺿﺎﻓﺔ ﺇﱃ ﺑﻴﺎﻥ‬
‫ﺍﻟﻌﻼﻗﺔ ﺑﲔ ﺑﻌﺾ ﺍﳌﺘﻐﲑﺍﺕ ﺍﻟﺸﺨﺼﻴﺔ )ﺍﳋﱪﺓ‪ ،‬ﺍﳌﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‪ ،‬ﺍﳌﺴﺘﻮﻯ ﺍﻟﻮﻇﻴﻔﻲ‪ ،‬ﺍﳊﺠﻢ(‪ .‬ﻭﻟﺘﺤﻘﻴﻖ‬
‫ﺃﻫﺪﺍﻑ ﺍﻟﺪﺭﺍﺳﺔ‪ ،‬ﻓﻘﺪ ﰎ ﺗﻄﻮﻳﺮ ﺍﺳﺘﺒﺎﻧﺔ ﻭﺗﻮﺯﻳﻌﻬﺎ ﻋﻠﻰ ﻋﻴﻨﺔ ﻣﻦ ﺍﻟﻔﻨﺎﺩﻕ ﻓﺌﺔ ﺍﳋﻤﺲ ﳒﻮﻡ ﻣﻜﻮﻧﺔ ﻣﻦ ‪6‬‬
‫ﻓﻨﺎﺩﻕ ﻛﺎﻥ ﺍﺧﺘﻴﺎﺭﻫﺎ ﻭﻓﻘﺎ ﳌﻌﻴﺎﺭ ﺍﻟﺘﺼﻨﻴﻒ‪.‬‬
‫ﻭﻗﺪ ﺗﻮﺻﻠﺖ ﺍﻟﺪﺭﺍﺳﺔ ﺃﻥ ﺍﻟﻌﺎﻣﻠﲔ ﰲ ﺍﻟﻔﻨﺎﺩﻕ ﻓﺌﺔ ﺍﳋﻤﺲ ﳒﻮﻡ ﻳﺪﺭﻛﻮﻥ ﺃﳘﻴﺔ ﺗﻄﺒﻴﻖ ﻣﺒﺎﺩﺉ ﺇﺩﺍﺭﺓ ﺍﳉﻮﺩﺓ‬
‫ﺍﻟﺸﺎﻣﻠﺔ‪ ،‬ﺣﻴﺚ ﺃﻇﻬﺮﺕ ﺍﻟﻨﺘﺎﺋﺞ ﻣﺴﺘﻮﻳﺎﺕ ﻋﺎﻟﻴﺔ ﻣﻦ ﺍﻹﺩﺭﺍﻙ ﳉﻤﻴﻊ ﻣﺒﺎﺩﺉ ﺇﺩﺍﺭﺓ ﺍﳉﻮﺩﺓ ﺍﻟﺸﺎﻣﻠﺔ‪ .‬ﻭﻋﺪﻡ ﻭﺟﻮﺩ‬
‫ﻓﺮﻭﻗﺎﺕ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺣﺼﺎﺋﻴﺔ ﰲ ﺇﺩﺭﺍﻙ ﺍﻟﻌﺎﻣﻠﲔ ﰲ ﺍﻟﻔﻨﺎﺩﻕ ﻓﺌﺔ ﺍﳋﻤﺲ ﳒﻮﻡ ﻷﳘﻴﺔ ﺗﻄﺒﻴﻖ ﻣﺒﺎﺩﺉ ﺇﺩﺍﺭﺓ ﺍﳉﻮﺩﺓ‬
‫ﺍﻟﺸﺎﻣﻠﺔ ﺗﻌﺰﻯ ﻟﺒﻌﺾ ﺍﳌﺘﻐﲑﺍﺕ ﺍﻟﺪﳝﻮﻏﺮﺍﻓﻴﺔ )ﺍﳌﺴﺘﻮﻯ ﺍﻟﻮﻇﻴﻔﻲ ﻭﺍﳊﺠﻢ(‪.‬‬
‫ﻛﻤﺎ ﺃﻇﻬﺮﺕ ﺍﻟﺪﺭﺍﺳﺔ ﻭﺟﻮﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺣﺼﺎﺋﻴﺔ ﻋﻨﺪ ﻣﺴﺘﻮﻯ ﻣﻌﻨﻮﻳﺔ )‪ (0.05‬ﺑﲔ ﺍﻟﻌﻮﺍﻣﻞ‬
‫ﺍﻟﺸﺨﺼﻴﺔ ﺑﺪﻻﻟﺔ ﺃﺑﻌﺎﺩﻫﺎ )ﺍﳋﱪﺓ‪ ،‬ﺍﳌﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‪ ،‬ﺍﳌﺴﺘﻮﻯ ﺍﻟﻮﻇﻴﻔﻲ‪ ،‬ﺍﳊﺠﻢ(‪ ،‬ﻭﺇﺩﺭﺍﻙ ﺃﳘﻴﺔ ﺗﻄﺒﻴﻖ ﻣﺒﺎﺩﺉ ﺇﺩﺍﺭﺓ‬
‫ﺍﳉﻮﺩﺓ ﺍﻟﺸﺎﻣﻠﺔ ﰲ ﺍﻟﻔﻨﺎﺩﻕ ﻓﺌﺔ ﺍﳋﻤﺲ ﳒﻮﻡ‪.‬‬
‫‪ -‬ﺩﺭﺍﺳﺔ ﻓﻬﺪ ﻣﻨﺬﺭ ﻣﺸﻌﻞ‪ ،2015 ،‬ﺑﻌﻨﻮﺍﻥ‪ 26:‬ﺃﺛﺮ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻋﻠﻰ ﺭﺿﺎ ﺿﻴﻮﻑ ﻓﻨﺎﺩﻕ ﻓﺌﺔ‬
‫ﺍﳋﻤﺴﺔ ﳒﻮﻡ ﰲ ﻣﺪﻳﻨﺔ ﻋﻤﺎﻥ‪ ،‬ﻫﺪﻓﺖ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺇﱃ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﺃﺛﺮ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻋﻠﻰ‬
‫ﺭﺿﺎ ﺍﻟﻀﻴﻮﻑ ﻣﻦ ﺧﻼﻝ ﳏﺎﻭﺭ ﺍﻟﺪﺭﺍﺳﺔ ﺍﳋﻤﺴﺔ )ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ ،‬ﺍﻷﻣﺎﻥ‪ ،‬ﺍﻟﺘﻌﺎﻃﻒ‪ ،‬ﺍﻻﺳﺘﺠﺎﺑﺔ‪ ،‬ﺍﳌﺴﺘﻠﺰﻣﺎﺕ‬
‫ﺍﳌﺎﺩﻳﺔ (‪ ،‬ﻭﻟﺘﺤﻘﻴﻖ ﻫﺬﺍ ﺍﳍﺪﻑ ﰎ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﻷﺳﻠﻮﺏ ﺍﻟﻮﺻﻔﻲ ﺍﻟﺘﺤﻠﻴﻠﻲ‪ ،‬ﳌﻼﺀﻣﺘﻪ ﻟﻄﺒﻴﻌﺔ ﺍﻟﺪﺭﺍﺳﺔ‪،‬‬
‫ﺣﻴﺚ ﰎ ﺗﺼﻤﻴﻢ ﺇﺳﺘﺒﺎﻧﺔ ﻛﺄﺩﺍﺓ ﳉﻤﻊ ﺍﻟﺒﻴﺎﻧﺎﺕ ‪،‬ﻭﰎ ﺗﻮﺯﻳﻌﻬﺎ ﻋﻠﻰ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‪ ،‬ﻭﺍﳌﺘﻤﺜﻠﺔ ﺑﻀﻴﻮﻑ ﻓﻨﺎﺩﻕ‬
‫ﻓﺌﺔ ﺍﳋﻤﺴﺔ ﳒﻮﻡ ﰲ ﻣﺪﻳﻨﺔ ﻋﻤﺎﻥ ﻭﺍﻟﺒﺎﻟﻎ ﻋﺪﺩﻫﻢ ‪ 400‬ﺿﻴﻒ‪ ،‬ﻭﺑﻠﻎ ﻋﺪﺩ ﺍﻻﺳﺘﺒﻴﺎﻧﺎﺕ ﺍﻟﺼﺎﳊﺔ ﻟﻠﺘﺤﻠﻴﻞ‬
‫ﺍﻹﺣﺼﺎﺋﻲ ‪ 315‬ﺍﺳﺘﺒﺎﻧﻪ‪،‬ﻛﻤﺎ ﰎ ﺍﺳﺘﺨﺪﻡ ﺍﻷﺳﺎﻟﻴﺐ ﺍﻹﺣﺼﺎﺋﻴﺔ ﺍﳌﻼﺋﻤﺔ ﻣﻦ ﺧﻼﻝ ﺑﺮﻧﺎﻣﺞ )‪.(spss‬‬
‫ﻭﻗﺪ ﺗﻮﺻﻠﺖ ﺍﻟﺪﺭﺍﺳﺔ ﺇﱃ ﺑﻌﺾ ﺍﻟﻨﺘﺎﺋﺞ ﺃﳘﻬﺎ ﻭﺟﻮﺩ ﺃﺛﺮ ﳉﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﺑﻜﺎﻓﺔ ﻣﺘﻐﲑﺍﺕ ﺍﻟﺪﺭﺍﺳﺔ‬
‫ﺍﳌﺴﺘﻘﻠﺔ )ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ ،‬ﺍﻷﻣﺎﻥ‪ ،‬ﺍﻟﺘﻌﺎﻃﻒ‪ ،‬ﺍﻻﺳﺘﺠﺎﺑﺔ‪ ،‬ﺍﳌﺴﺘﻠﺰﻣﺎﺕ ﺍﳌﺎﺩﻳﺔ( ﻋﻠﻰ ﺭﺿﺎ ﺍﻟﻀﻴﻮﻑ ﻋﻨﺪ ﻣﺴﺘﻮﻯ ﺩﻻﻟﺔ‬
‫)‪ ،(a< 0.05‬ﻭﻟﻘﺪ ﺍﺣﺘﻠﺖ ﺍﳌﺴﺘﻠﺰﻣﺎﺕ ﺍﳌﺎﺩﻳﺔ ﺍﳌﺮﺗﺒﺔ ﺍﻷﻭﱃ ﰲ ﺍﻟﺘﺄﺛﲑ‪ ،‬ﻭﺍﺣﺘﻠﺖ ﺍﻻﺳﺘﺠﺎﺑﺔ ﺍﳌﺮﺗﺒﺔ ﺍﻷﺧﲑﺓ ﰲ ﺍﻟﺘﺄﺛﲑ‬
‫ﻋﻠﻰ ﺭﺿﺎ ﺍﻟﻀﻴﻮﻑ‪.‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺛﺎﻟﺜﺎ‪ :‬ﺍﳉﺎﻧﺐ ﺍﳌﻴﺪﺍﱐ ﻟﻠﺪﺭﺍﺳﺔ‬
‫ﺳﻨﺘﻄﺮﻕ ﰲ ﻫﺬﺍ ﺍﶈﻮﺭ ﺇﱃ ﻣﺎ ﻳﻠﻲ‪:‬‬
‫‪ .1‬ﺗﻌﺮﻳﻒ ﻓﻨﺪﻕ ﺳﻠﻴﻢ‪:‬‬
‫ﰎ ﻓﺘﺢ ﻭﺍﺳﺘﻐﻼﻝ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﰲ ‪2008/09/23‬ﻡ‪ ،‬ﻭﻫﻮ ﻣﻠﻜﻴﺔ ﺧﺎﺻﺔ ﻟﻠﺴﻴﺪ ﺣﻮﻳﺸﻲ ﺳﻠﻴﻢ‪ ،‬ﺣﻴﺚ ﻳﻘﻊ‬
‫ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ ﰲ ﻃﺮﻳﻖ ﺑﺴﻜﺮﺓ ﺣﻲ ﺍ‪‬ﺎﻫﺪﻳﻦ‪ ،‬ﻭﻳﺒﻌﺪ ‪ 05‬ﺩﻗﺎﺋﻖ ﻋﻦ ﻭﺳﻂ ﺍﳌﺪﻳﻨﺔ ﺑﺎﻟﺴﻴﺎﺭﺓ‪ ،‬ﻛﻤﺎ ﻳﻘﻊ ﲜﺎﻧﺐ ﺟﺎﻣﻌﺔ‬
‫ﺑﺎﺗﻨﺔ‪ 1‬ﻭﻏﲑ ﺑﻌﻴﺪ ﻋﻦ ﳏﻄﺔ ﻧﻘﻞ ﺍﳌﺴﺎﻓﺮﻳﻦ‪.‬‬
‫ﻳﺘﻜﻮﻥ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﻣﻦ ﲬﺴﺔ ﻃﻮﺍﺑﻖ‪ ،‬ﺗﺘﻮﺯﻉ ﻓﻴﻬﺎ ‪ 53‬ﻏﺮﻓﺔ ﰲ ﺃﺭﺑﻌﺔ ﺃﺟﻨﺤﺔ ﻣﻜﻴﻔﺔ ﻣﻊ ﺍﺣﺘﻮﺍﺀ ﻛﻞ ﻏﺮﻓﺔ ﻋﻠﻰ‬
‫ﺟﻬﺎﺯ ﺗﻠﻔﺎﺯ ﺍﺳﺘﻘﺒﺎﻝ ﻓﻀﺎﺋﻲ‪ ،‬ﺧﺰﺍﻧﺔ‪ ،‬ﻫﺎﺗﻒ‪ ،‬ﻭﻳﺒﻠﻎ ﻋﺪﺩ ﺍﻷﺳﺮﺓ ‪ 108‬ﺳﺮﻳﺮ‪ ،‬ﻛﻤﺎ ﻳﻮﺟﺪ ﻣﻄﻌﻢ ﻭﻛﺎﻓﻴﺘﲑﻳﺎ‪،‬‬
‫ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﻗﺎﻋﺔ ﳏﺎﺿﺮﺍﺕ ﻭﻗﺎﻋﺔ ﺃﻓﺮﺍﺡ‪ ،‬ﻭﻣﻮﻗﻒ ﺳﻴﺎﺭﺍﺕ ﳏﺮﻭﺱ‪ ،‬ﻭﻛﺬﺍ ﻭﺟﻮﺩ ﺧﺪﻣﺔ ‪ ،wi-fi‬ﻭﺍﳝﺎﻳﻞ ﻳﺘﻢ‬
‫ﺍﳊﺠﺰ ﻣﻦ ﺧﻼﻟﻪ‪.‬‬
‫ﺑﺎﻹﺿﺎﻓﺔ ﺇﱃ ﺧﺪﻣﺔ ﺍﻹﻳﻮﺍﺀ ﺍﻟﱵ ﻳﻘﺪﻣﻬﺎ ﻓﻨﺪﻕ ﺳﻠﻴﻢ‪ ،‬ﳒﺪ ﺃﻳﻀﺎ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﳋﺪﻣﺎﺕ ﺍﻟﱵ ﻳﻘﺪﻣﻬﺎ ﻟﺰﺑﺎﺋﻨﻪ‬
‫ﻭﺫﻟﻚ ﻣﻦ ﺃﺟﻞ ﻛﺴﺐ ﺭﺿﺎﻫﻢ‪ ،‬ﻭﻣﻦ ﺑﲔ ﻫﺬﻩ ﺍﳋﺪﻣﺎﺕ ﻣﺎ ﻳﻠﻲ‪:‬‬
‫‪ -‬ﺧﺪﻣﺔ ﺍﳌﻄﺎﻋﻢ ﻭﺍﳌﻘﺎﻫﻲ‪ :‬ﻳﺘﻢ ﺗﻘﺪﱘ ﻭﺟﺒﺎﺕ ﺍﻟﻄﻌﺎﻡ ﻋﻠﻰ ﻣﺪﺍﺭ ﺍﻟﺴﺎﻋﺔ ﳉﻤﻴﻊ ﺍﻟﻮﺍﻓﺪﻳﻦ‪ ،‬ﺣﻴﺚ ﻳﻘﺪﻡ ﺍﻟﻔﻨﺪﻕ‬
‫ﻭﺟﺒﺎﺕ ﺩﺍﺋﻤﺔ ﺍﻟﺘﻮﺍﺟﺪ ﻭﻭﺟﺒﺎﺕ ﻋﻦ ﻃﺮﻳﻖ ﻃﻠﺐ ﺷﺨﺼﻲ ﻣﻦ ﺍﻟﺰﺑﻮﻥ‪.‬‬
‫‪ -‬ﺧﺪﻣﺔ ﺍﳊﺠﺰ‪ :‬ﻳﻘﻮﻡ ﺍﻟﻔﻨﺪﻕ ﲝﺠﺰ ﻣﻘﺎﻋﺪ ﺍﻟﺴﻔﺮ ﻟﻠﺰﺑﺎﺋﻦ ﺳﻮﺍﺀ ﻭﺳﺎﺋﻞ ﺍﻟﻨﻘﻞ ﺍﻟﱪﻳﺔ ﺃﻭ ﺍﳉﻮﻳﺔ‪.‬‬
‫‪ -‬ﺧﺪﻣﺔ ﺍﻟﺪﻓﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ‪ :‬ﳑﺎ ﻳﺴﻬﻞ ﻟﻠﺰﺑﺎﺋﻦ ﺍﻟﺘﻌﺎﻣﻞ ﺍﳌﺎﱄ ﻣﻊ ﺍﻟﻔﻨﺪﻕ‪.‬‬
‫‪ -‬ﺧﺪﻣﺔ ﺍﻟﻨﻘﻞ‪ :‬ﻳﻀﻤﻦ ﺍﻟﻔﻨﺪﻕ ﺧﺪﻣﺔ ﺍﻟﻨﻘﻞ ﻟﺰﺑﺎﺋﻨﻪ‪.‬‬
‫‪ .2‬ﺍﻹﺟﺮﺍﺀﺍﺕ ﺍﳌﻨﻬﺠﻴﺔ ﻟﻠﺪﺭﺍﺳﺔ ﺍﳌﻴﺪﺍﻧﻴﺔ‪:‬‬
‫ﺃ‪ -‬ﳎﺘﻤﻊ ﻭﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫‪ -‬ﲢﺪﻳﺪ ﳎﺘﻤﻊ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﻳﺘﻤﺜﻞ ﳎﺘﻤﻊ ﺍﻟﺪﺭﺍﺳﺔ ﰲ ﺍﻷﻓﺮﺍﺩ ﺍﻟﻮﺍﻓﺪﻳﻦ ﻋﻠﻰ ﻓﻨﺪﻕ ﺳﻠﻴﻢ‪ ،‬ﺳﻮﺍﺀ ﻛﺎﻧﻮﺍ ﺃﻓﺮﺍﺩ ﺃﻭ ﻋﺎﺋﻼﺕ‪ ،‬ﻭﺗﻌﻮﺩ ﺃﺳﺒﺎﺏ‬
‫ﺍﺧﺘﻴﺎﺭﻧﺎ ﻟﻔﻨﺪﻕ ﺳﻠﻴﻢ ﻛﻮﻧﻪ ﺧﺎﺹ ﻭﻗﺮﻳﺐ ﻣﻦ ﺍﳉﺎﻣﻌﺔ‪ ،‬ﻭﺫﻟﻚ ﺧﻼﻝ ﺍﻷﺳﺒﻮﻉ ﺍﻷﺧﲑ ﻣﻦ ﺷﻬﺮ ﺃﻓﺮﻳﻞ ﻭﺍﻷﺳﺒﻮﻉ‬
‫ﺍﻷﻭﻝ ﻣﻦ ﺷﻬﺮ ﻣﺎﻱ ‪.2015‬‬
‫‪ -‬ﲢﺪﻳﺪ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﻧﻈﺮﺍ ﻟﻌﺪﻡ ﺍﺳﺘﻘﺮﺍﺭ ﻋﺪﺩ ﺯﺑﺎﺋﻦ ﻓﻨﺪﻕ ﺳﻠﻴﻢ‪ ،‬ﻓﻘﺪ ﰎ ﺗﻮﺯﻳﻊ ﺍﻻﺳﺘﻤﺎﺭﺍﺕ ﻋﻠﻰ ﻋﻴﻨﺔ ﻣﻦ ﺍﻟﺰﺑﺎﺋﻦ ﺍﳌﻘﻴﻤﲔ ﺧﻼﻝ‬
‫ﻓﺘﺮﺓ ﺍﻟﺪﺭﺍﺳﺔ‪ ،‬ﻷ‪‬ﻢ ﺍﻷﻛﺜﺮ ﺗﺄﺛﺮﺍ ﲟﺴﺘﻮﻯ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﺍﻟﻔﻨﺪﻕ‪ ،‬ﻭﺑﻠﻎ ﺣﺠﻢ ﺍﻟﻌﻴﻨﺔ ‪ 36‬ﺯﺑﻮﻥ‪.‬‬
‫ﻭﻗﺪ ﰎ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﻟﻌﻴﻨﺔ ﺍﻟﻌﺸﻮﺍﺋﻴﺔ‪ ،‬ﺃﻱ ﺗﻮﺯﻳﻊ ﺍﻻﺳﺘﺒﻴﺎﻧﺎﺕ ﰎ ﺑﻄﺮﻳﻘﺔ ﻋﺸﻮﺍﺋﻴﺔ ﺍﺣﺘﻤﺎﻟﻴﺔ‪ ،‬ﻭﺫﻟﻚ ﺑﺘﻜﻠﻴﻒ ﻋﻮﻥ ﻣﻦ‬
‫ﻃﺮﻑ ﺇﺩﺍﺭﺓ ﺍﻟﻔﻨﺪﻕ ﻭﻫﻮ ﻣﻮﻇﻒ ﺍﻻﺳﺘﻘﺒﺎﻝ ﻟﺘﻮﺯﻳﻊ ﺍﻻﺳﺘﻤﺎﺭﺍﺕ ﻋﻠﻰ ﺍﻟﺰﺑﺎﺋﻦ‪ ،‬ﺣﻴﺚ ﰎ ﺗﻮﺯﻳﻊ ‪ 36‬ﺍﺳﺘﻤﺎﺭﺓ ﻋﱪ ‪15‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﻳﻮﻡ‪ ،‬ﻭﰎ ﺍﺳﺘﺮﺟﺎﻉ ‪ 28‬ﺍﺳﺘﻤﺎﺭﺓ ﺻﺎﳊﺔ ﻟﻠﺘﺤﻠﻴﻞ ﺍﻹﺣﺼﺎﺋﻲ‪ ،‬ﻭﺍﺳﺘﺒﻌﺪﺕ ‪ 08‬ﺍﺳﺘﻤﺎﺭﺍﺕ ﻏﲑ ﺻﺎﳊﺔ ﻟﻠﺘﺤﻠﻴﻞ‬
‫ﺍﻹﺣﺼﺎﺋﻲ‪ ،‬ﺃﻱ ﻧﺴﺒﺔ ﺍﻹﺟﺎﺑﺔ ﺑﻠﻐﺖ ‪ .%77.78‬ﻭﺍﺳﺘﻐﺮﻗﺖ ﻓﺘﺮﺓ ﻣﻞﺀ ﺍﻻﺳﺘﻤﺎﺭﺍﺕ ﻣﻦ ﻗﺒﻞ ﺍﻟﺰﺑﺎﺋﻦ ﺃﺳﺒﻮﻋﲔ‬
‫ﻛﺎﻣﻠﲔ ﻣﻦ‪ 21‬ﺃﻓﺮﻳﻞ‪ 2015‬ﺇﱃ‪ 5‬ﻣﺎﻱ ‪.2015‬‬
‫ﺏ‪ -‬ﺃﺳﻠﻮﺏ ﲨﻊ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻭﺃﺩﻭﺍﺕ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻹﺣﺼﺎﺋﻲ‪:‬‬
‫‪ - ‬ﺃﺳﻠﻮﺏ ﲨﻊ ﺍﻟﺒﻴﺎﻧﺎﺕ‪:‬‬
‫ﺑﺎﻋﺘﺒﺎﺭ ﺍﻻﺳﺘﺒﻴﺎﻥ ﻣﻦ ﺃﻛﺜﺮ ﺍﻷﺳﺎﻟﻴﺐ ﺍﺳﺘﻌﻤﺎﻻ ﰲ ﲨﻊ ﺍﻟﺒﻴﺎﻧﺎﺕ‪ ،‬ﰎ ﺗﺼﻤﻴﻢ ﺍﺳﺘﻤﺎﺭﺓ ﲝﺚ ﻣﻮﺟﻬﺔ ﺇﱃ ﺯﺑﺎﺋﻦ‬
‫ﻓﻨﺪﻕ ﺳﻠﻴﻢ‪ ،‬ﻗﺼﺪ ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﺗﻘﻴﻴﻤﻬﻢ ﳉﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ‪ .‬ﻭﺗﺘﻜﻮﻥ ﺍﺳﺘﻤﺎﺭﺓ ﺍﻟﺪﺭﺍﺳﺔ ﻣﻦ ﺟﺰﺋﲔ‬
‫ﳘﺎ ‪:‬‬
‫ﺍﳉﺰﺀ ﺍﻷﻭﻝ‪:‬‬
‫ﻳﻐﻄﻲ ﺍﻷﺳﺌﻠﺔ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺎﳋﺼﺎﺋﺺ ﺍﻟﺪﳝﻮﻏﺮﺍﻓﻴﺔ ﻭﺍﻟﺸﺨﺼﻴﺔ ﻟﻌﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻭﺍﳌﺘﻤﺜﻠﺔ ﰲ‪ :‬ﺍﳉﻨﺲ‪ ،‬ﺍﻟﺴﻦ‪،‬‬
‫ﺍﳌﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‪ ،‬ﺍﻟﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ‪ ،‬ﻣﻜﺎﻥ ﺍﻹﻗﺎﻣﺔ‪ ،‬ﺍﻟﻮﻇﻴﻔﺔ‪ ،‬ﺳﺒﺐ ﺍﻹﻗﺎﻣﺔ‪ ،‬ﻣﺪﺓ ﺍﻹﻗﺎﻣﺔ‪.‬‬
‫ﺍﳉﺰﺀ ﺍﻟﺜﺎﱐ‪:‬‬
‫ﻳﻐﻄﻲ ﺍﻷﺳﺌﻠﺔ ﺍﳌﺘﻌﻠﻘﺔ ﺑﻮﺍﻗﻊ ﻣﺴﺘﻮﻯ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻋﻨﻬﺎ ﺑﻔﻨﺪﻕ ﺳﻠﻴﻢ ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ‪،‬‬
‫ﺣﻴﺚ ﳛﺘﻮﻱ ﻫﺬﺍ ﺍﳉﺰﺀ ﻋﻠﻰ ﲬﺴﺔ ﻭﻋﺸﺮﻳﻦ ﻋﺒﺎﺭﺓ ﺗﻌﻜﺲ ﺍﳌﻌﺎﻳﲑ ﺍﳋﻤﺴﺔ ﺍﻷﺳﺎﺳﻴﺔ ﳉﻮﺩﺓ ﺍﳋﺪﻣﺔ‪ ،‬ﻭﻫﻲ ﺍﳌﻠﻤﻮﺳﻴﺔ‪،‬‬
‫ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ ،‬ﺍﻻﺳﺘﺠﺎﺑﺔ‪ ،‬ﺍﻷﻣﺎﻥ ﻭﺍﻟﺘﻌﺎﻃﻒ‪ ،‬ﻭﻭﺯﻋﺖ ﺍﻟﻌﺒﺎﺭﺍﺕ ﻛﺎﻵﰐ‪:‬‬
‫‪ ‬ﺍﻟﻌﺒﺎﺭﺓ ﻣﻦ ‪1‬ﺍﱃ ‪ 8‬ﺗﺸﲑ ﺇﱃ ﻣﻌﻴﺎﺭ ﺍﳌﻠﻤﻮﺳﻴﺔ؛‬
‫‪ ‬ﺍﻟﻌﺒﺎﺭﺓ ﻣﻦ ‪ 9‬ﺇﱃ ‪ 13‬ﺗﺸﲑ ﺇﱃ ﻣﻌﻴﺎﺭ ﺍﻻﻋﺘﻤﺎﺩﻳﺔ؛‬
‫‪ ‬ﺍﻟﻌﺒﺎﺭﺓ ﻣﻦ ‪ 14‬ﺇﱃ ‪ 18‬ﺗﺸﲑ ﺇﱃ ﻣﻌﻴﺎﺭ ﺍﻻﺳﺘﺠﺎﺑﺔ؛‬
‫‪ ‬ﺍﻟﻌﺒﺎﺭﺓ ﻣﻦ ‪ 19‬ﺇﱃ ‪ 22‬ﺗﺴﲑ ﺇﱃ ﻣﻌﻴﺎﺭ ﺍﻷﻣﺎﻥ؛‬
‫‪ ‬ﺍﻟﻌﺒﺎﺭﺓ ﻣﻦ‪ 23‬ﺇﱃ ‪ 25‬ﺗﺸﲑ ﺇﱃ ﻣﻌﻴﺎﺭ ﺍﻟﺘﻌﺎﻃﻒ‪.‬‬
‫ﰎ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺳﻠﻢ ﻟﻴﻜﺮﺕ ﻟﺘﻘﻴﻴﻢ ﻣﺘﻐﲑﺍﺕ ﺍﳉﺰﺀ ﺍﻟﺜﺎﱐ‪ ،‬ﻭﺍﻟﺬﻱ ﻳﺘﻜﻮﻥ ﻣﻦ ﲬﺲ ﺩﺭﺟﺎﺕ ﺗﺘﺮﺍﻭﺡ ﺑﲔ ‪1‬‬
‫ﻭ‪ ،5‬ﺣﻴﺚ ﺗﺸﲑ ﺍﻟﺪﺭﺟﺔ ‪ 1‬ﺇﱃ ﻋﺪﻡ ﺍﳌﻮﺍﻓﻘﺔ ﺍﳌﻄﻠﻘﺔ ﻭﺭﺿﺎ ﻣﻨﺨﻔﺾ ﺟﺪﺍ‪ 2 ،‬ﺇﱃ ﻋﺪﻡ ﺍﳌﻮﺍﻓﻘﺔ ﻭﺭﺿﺎ ﻣﻨﺨﻔﺾ‪3 ،‬‬
‫ﺇﱃ ﺍﳊﻴﺎﺩ ﻭﺭﺿﺎ ﻣﺘﻮﺳﻂ‪ 4 ،‬ﺇﱃ ﺍﳌﻮﺍﻓﻘﺔ ﻭﺭﺿﺎ ﻛﺒﲑ ﻭ‪ 5‬ﺇﱃ ﺍﳌﻮﺍﻓﻘﺔ ﺍﳌﻄﻠﻘﺔ ﻭﺭﺿﺎ ﻛﺒﲑ ﺟﺪﺍ‪.‬‬
‫ﻛﻤﺎ ﰎ ﺗﻘﺴﻴﻢ ﺍﻟﺴﻠﻢ ﺇﱃ ﺛﻼﺛﺔ ﳎﺎﻻﺕ ﻟﺘﺤﺪﻳﺪ ﺩﺭﺟﺔ ﺍﻟﺘﻘﻴﻴﻢ‪ ،‬ﻛﻤﺎ ﻳﻠﻲ‪:‬‬
‫‪ ‬ﻣﻦ ‪ 1‬ﺇﱃ ﺃﻗﻞ ﻣﻦ ‪ 2.5‬ﳝﺜﻞ ﺩﺭﺟﺔ ﺍﳌﻮﺍﻓﻘﺔ ﻭﺍﻟﺮﺿﺎ ﻣﺘﺪﻧﻴﺔ؛‬
‫‪ ‬ﻣﻦ ‪ 2.5‬ﺇﱃ ﺃﻗﻞ ﻣﻦ ‪ 3.5‬ﳝﺜﻞ ﺩﺭﺟﺔ ﺍﳌﻮﺍﻓﻘﺔ ﻭﺍﻟﺮﺿﺎ ﻣﺘﻮﺳﻄﺔ؛‬
‫‪ ‬ﻣﻦ ‪ 3.5‬ﺇﱃ ‪ 5‬ﳝﺜﻞ ﺩﺭﺟﺔ ﺍﳌﻮﺍﻓﻘﺔ ﻭﺍﻟﺮﺿﺎ ﻋﺎﻟﻴﺔ‪.‬‬
‫‪ -‬ﺃﺳﺎﻟﻴﺐ ﺍﻟﺘﺤﻠﻴﻞ ﺍﻹﺣﺼﺎﺋﻲ‪:‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﰎ ﺍﻻﻋﺘﻤﺎﺩ ﰲ ﻣﻌﺎﳉﺔ ﺍﻟﺒﻴﺎﻧﺎﺕ ﻋﻠﻰ ﺑﺮﻧﺎﻣﺞ ﺍﳊﺰﻣﺔ ﺍﻹﺣﺼﺎﺋﻴﺔ ﻟﻠﻌﻠﻮﻡ ﺍﻻﺟﺘﻤﺎﻋﻴﺔ ‪(SPSS, version‬‬
‫)‪ ،20‬ﻭﰎ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻷﺳﺎﻟﻴﺐ ﺍﻹﺣﺼﺎﺋﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪ ‬ﺍﻟﺘﻜﺮﺍﺭﺍﺕ ﻭﺍﻟﻨﺴﺐ ﺍﳌﺌﻮﻳﺔ‪ ،‬ﻟﻮﺻﻒ ﺧﺼﺎﺋﺺ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ؛‬
‫‪ ‬ﺍﳌﺘﻮﺳﻄﺎﺕ ﺍﳊﺴﺎﺑﻴﺔ‪ ،‬ﻟﺘﺤﻠﻴﻞ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺘﻘﻴﻴﻢ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﳌﻌﺎﻳﲑ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﺑﻔﻨﺪﻕ ﺳﻠﻴﻢ‪،‬‬
‫ﺇﺿﺎﻓﺔ ﺇﱃ ﺗﻘﻴﻴﻢ ﺍﳋﺪﻣﺎﺕ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻛﻞ ﻣﻌﻴﺎﺭ ﻣﻦ ﻣﻌﺎﻳﲑ ﺍﻟﺘﻘﻴﻴﻢ ﺍﳋﻤﺴﺔ؛‬
‫‪ ‬ﺍﻻﳓﺮﺍﻓﺎﺕ ﺍﳌﻌﻴﺎﺭﻳﺔ‪ ،‬ﻟﺘﻘﻴﻴﻢ ﺩﺭﺟﺔ ﺗﺸﺘﺖ ﻗﻴﻢ ﺍﺳﺘﺠﺎﺑﺔ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻋﻦ ﺍﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ‪.‬‬
‫‪ .3‬ﺍﳌﻌﺎﳉﺔ ﺍﻹﺣﺼﺎﺋﻴﺔ‪:‬‬
‫ﺳﻴﺘﻢ ﰲ ﺍﳌﻌﺎﳉﺔ ﺍﻹﺣﺼﺎﺋﻴﺔ ﻭﺻﻒ ﺧﺼﺎﺋﺺ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻭﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﻮﺻﻔﻲ ﻹﺟﺎﺑﺎﺕ ﺃﻓﺮﺍﺩﻫﺎ ﻛﻤﺎ ﻳﻠﻲ‪:‬‬
‫ﺃ‪ -‬ﻭﺻﻒ ﺧﺼﺎﺋﺺ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‪:‬‬
‫ﻟﻘﺪ ﰎ ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﻘﺴﻢ ﺍﻷﻭﻝ ﻟﺘﻮﺿﻴﺢ ﺍﳋﺼﺎﺋﺺ ﺍﻟﺪﳝﻐﺮﺍﻓﻴﺔ ﻭﺍﻟﺸﺨﺼﻴﺔ ﻷﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‪ ،‬ﻭﺍﳌﺘﻤﺜﻠﺔ ﰲ‪:‬‬
‫ﺍﳉﻨﺲ‪ ،‬ﺍﻟﺴﻦ‪ ،‬ﺍﳌﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‪ ،‬ﺍﻟﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ‪ ،‬ﻣﻜﺎﻥ ﺍﻹﻗﺎﻣﺔ‪ ،‬ﺍﻟﻮﻇﻴﻔﺔ‪ ،‬ﺳﺒﺐ ﺍﻹﻗﺎﻣﺔ‪ ،‬ﻣﺪﺓ ﺍﻹﻗﺎﻣﺔ‪.‬‬
‫‪ -‬ﺍﳉﻨﺲ‪ :‬ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(02‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﺍﳉﻨﺲ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ‬
‫ﻧﺴﺒﺔ ﻋﺎﻟﻴﺔ ﻣﻦ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻫﻢ ﻣﻦ ﻓﺌﺔ ﺍﻟﺬﻛﻮﺭ‪ ،‬ﺣﻴﺚ ﺑﻠﻎ ﻋﺪﺩﻫﻢ ‪22‬ﻓﺮﺩ ﻭﺑﻨﺴﺒﺔ ﻣﻘﺪﺍﺭﻫﺎ‪ ،%78.57‬ﰲ‬
‫ﺣﲔ ﺑﻠﻎ ﻋﺪﺩ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻣﻦ ﻓﺌﺔ ﺍﻹﻧﺎﺙ‪ 6‬ﺍﻧﺎﺙ ﻭﺑﻨﺴﺒﺔ ﻣﻘﺪﺍﺭﻫﺎ‪. %21.43‬‬
‫‪ -‬ﺍﻟﺴﻦ‪ :‬ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(03‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﺍﻟﺴﻦ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ‬
‫ﻏﺎﻟﺒﻴﺔ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﺗﺘﺮﺍﻭﺡ ﺃﻋﻤﺎﺭﻫﻢ ﻣﺎ ﺑﲔ‪ 40-31‬ﺳﻨﺔ ﻭﺍﻟﺬﻳﻦ ﺑﻠﻎ ﻋﺪﺩﻫﻢ ‪15‬ﻓﺮﺩ ﺑﻨﺴﺒﺔ ﻣﺌﻮﻳﺔ ﺗﻘﺪﺭ ﺏ‬
‫‪ ،%53.57‬ﰒ ﺗﻠﻴﻬﺎ ﺍﻟﻔﺌﺔ ﺍﻟﻌﻤﺮﻳﺔ ‪ 30-18‬ﺳﻨﺔ‪ ،‬ﺃﻱ ﻓﺌﺔ ﺍﻟﺸﺒﺎﺏ ﻭﺍﻟﺒﺎﻟﻎ ﻋﺪﺩﻫﻢ ﻋﻠﻰ ‪ 8‬ﺃﻓﺮﺍﺩ‪ ،‬ﻭﻗﺪ ﻗﺪﺭﺕ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺌﻮﻳﺔ ﳍﺎ‪ ،%28.57‬ﰲ ﺣﲔ ﺷﻜﻠﺖ ﺍﻟﻔﺌﺔ ﺍﻟﻌﻤﺮﻳﺔ ‪ 60-41‬ﺳﻨﺔ ﻧﺴﺒﺔ ‪ %17.86‬ﻭﺍﻟﺬﻳﻦ ﺑﻠﻎ ﻋﺪﺩﻫﻢ ‪5‬‬
‫ﺃﻓﺮﺍﺩ‪ ،‬ﰲ ﺣﲔ ﻧﻼﺣﻆ ﻏﻴﺎﺏ ﻓﺌﺔ ﺍﻟﺸﻴﻮﺥ ﺃﻱ ﺃﻛﺜﺮ ﻣﻦ ‪ 60‬ﺳﻨﺔ‪.‬‬
‫‪ -‬ﺍﳌﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‪ :‬ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(04‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﺍﳌﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‪ ،‬ﺣﻴﺚ‬
‫ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺃﻋﻠﻰ ﻧﺴﺒﺔ ﻣﻦ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻫﻢ ﻣﻦ ﻓﺌﺔ ﺍﳌﺴﺘﻮﻯ ﺍﻟﺜﺎﻧﻮﻱ‪ ،‬ﺣﻴﺚ ﺑﻠﻐﺖ‪ 14‬ﻓﺮﺩ ﺑﻨﺴﺒﺔ‪،%50‬‬
‫ﰒ ﺗﻠﻴﻬﺎ ﻣﺒﺎﺷﺮﺓ ﻓﺌﺔ ﺍﳌﺴﺘﻮﻯ ﺍﳉﺎﻣﻌﻲ‪ ،‬ﺣﻴﺚ ﺑﻠﻎ ﻋﺪﺩﻫﻢ ﺑﻨﺴﺒﺔ‪ ،%46.43‬ﺃﻣﺎ ﺑﺎﻗﻲ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻓﻬﻢ ﺫﻭ ﻣﺴﺘﻮﻯ‬
‫ﺍﺑﺘﺪﺍﺋﻲ ﺑﻨﺴﺒﺔ‪ ،%3.57‬ﻭﺃﺧﲑﺍ ﻧﻼﺣﻆ ﺍﻧﻌﺪﺍﻡ ﺍﻷﻣﻴﲔ ﻭﺍﳌﺴﺘﻮﻯ ﺍﳌﺘﻮﺳﻂ‪.‬‬
‫‪ -‬ﺍﻟﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ‪ :‬ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(05‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﺍﻟﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ‪ ،‬ﺣﻴﺚ‬
‫ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﻏﺎﻟﺒﻴﺔ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﺩﺧﻠﻬﻢ ﺍﻟﺸﻬﺮﻱ ﺃﻛﺜﺮ ﻣﻦ ‪ 45000‬ﺩﺝ ﺑﻨﺴﺒﺔ ‪ %50‬ﻭﺑﻠﻎ ﻋﺪﺩﻫﻢ ‪14‬‬
‫ﻓﺮﺩ‪ ،‬ﻭﺗﻠﻴﻬﺎ ﻣﺒﺎﺷﺮﺓ ﺍﻟﻔﺌﺔ ﺫﺍﺕ ﺍﻟﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ ﺍﻟﺬﻱ ﻳﺘﺮﺍﻭﺡ ﺑﲔ ‪ 45000-3000‬ﺩﺝ ﺑﻨﺴﺒﺔ ‪ % 28.57‬ﻭﺑﻠﻎ‬
‫ﻋﺪﺩﻫﻢ ‪ 8‬ﺃﻓﺮﺍﺩ‪ ،‬ﰒ ﺍﻟﻔﺌﺔ ﺫﺍﺕ ﺍﻟﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ ﺑﲔ‪30000-15000‬ﺩﺝ ﺑﻨﺴﺒﺔ ‪ ،%14.29‬ﻓﻴﻤﺎ ﺑﻠﻎ ﻋﺪﺩ ﺃﻓﺮﺍﺩ‬
‫ﻓﺌﺔ ﺍﻟﺪﺧﻞ ﺃﻗﻞ ﻣﻦ ‪15000‬ﺩﺝ ﻓﺮﺩﻳﻦ ﻓﻘﻂ‪ ،‬ﺑﻨﺴﺒﺔ ﻣﺌﻮﻳﺔ ﻗﺪﺭﻫﺎ ‪.%07.14‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫‪ -‬ﻣﻜﺎﻥ ﺍﻹﻗﺎﻣﺔ‪ :‬ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(06‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﻣﻜﺎﻥ ﺍﻹﻗﺎﻣﺔ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ‬
‫ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺃﻛﱪ ﻧﺴﺒﺔ ﻣﻦ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻫﻢ ﻣﻦ ﺍﳉﺰﺍﺋﺮ‪ ،‬ﺣﻴﺚ ﺑﻠﻐﺖ ‪ ،%60.72‬ﰒ ﺗﻠﻴﻬﺎ ﻣﺒﺎﺷﺮﺓ ﻓﺌﺔ ﺍﻟﻘﺎﻃﻨﲔ‬
‫ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ ﺑﻨﺴﺒﺔ ‪ ،%32.14‬ﺃﻣﺎ ﺍﻟﻘﺎﺩﻣﲔ ﻣﻦ ﺑﻠﺪ ﻋﺮﰊ ﻓﻬﻤﺎ ﻓﺮﺩﻳﻦ ﻓﻘﻂ ﺑﻨﺴﺒﺔ ‪ ،%7.14‬ﰲ ﺣﲔ ﻧﻼﺣﻆ‬
‫ﻏﻴﺎﺏ ﻣﻘﻴﻤﲔ ﺃﺟﺎﻧﺐ‪.‬ﺓ‬
‫‪ -‬ﺍﻟﻮﻇﻴﻔﺔ‪ :‬ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(07‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﻣﻜﺎﻥ ﺍﻹﻗﺎﻣﺔ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ‬
‫ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ‪ %53.57‬ﻣﻦ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻣﻮﻇﻔﻮﻥ‪ ،‬ﻭﻗﺪ ﺑﻠﻎ ﻋﺪﺩﻫﻢ ‪ 15‬ﻓﺮﺩ‪ ،‬ﻭﺗﻠﻴﻬﺎ ﺃﺻﺤﺎﺏ ﺍﻷﻋﻤﺎﻝ‬
‫ﺍﳊﺮﺓ‪ ،‬ﺑﻨﺴﺒﺔ ‪ %25‬ﻭﺑﻠﻎ ﻋﺪﺩ ﺃﻓﺮﺍﺩﻫﺎ ‪ 7‬ﺃﻓﺮﺍﺩ‪ ،‬ﻭﺃﻥ ‪ %10.72‬ﻣﻦ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻣﺘﻘﺎﻋﺪﻳﻦ ﻭﻫﻢ ‪ 03‬ﺃﻓﺮﺍﺩ‪ ،‬ﻭﳒﺪ‬
‫ﻃﺎﻟﺐ ﻭﺍﺣﺪ ﻓﻘﻂ ﺍﻟﺬﻱ ﻳﻌﻜﺲ ﻧﺴﺒﺔ ‪.%03.57‬‬
‫‪ -‬ﺳﺒﺐ ﺍﻹﻗﺎﻣﺔ ﰲ ﺍﻟﻔﻨﺪﻕ‪ :‬ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(08‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﺳﺒﺐ ﺍﻹﻗﺎﻣﺔ‬
‫ﺑﺎﻟﻔﻨﺪﻕ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺃﻏﻠﺒﻴﺔ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻳﺘﻤﺜﻞ ﺳﺒﺐ ﺇﻗﺎﻣﺘﻬﻢ ﰲ ﺍﻟﻔﻨﺪﻕ ﻣﻦ ﺃﺟﻞ ﺍﻟﻌﻤﻞ‬
‫ﺑﻨﺴﺒﺔ ‪ %60.7‬ﻭﺍﻟﺒﺎﻟﻎ ﻋﺪﺩﻫﻢ ‪ ،17‬ﻭﻳﻠﻴﻬﺎ ﻣﺒﺎﺷﺮﺓ ﺍﻷﻓﺮﺍﺩ ﺍﻟﺬﻳﻦ ﻳﺘﻤﺜﻞ ﺳﺒﺐ ﺇﻗﺎﻣﺘﻬﻢ ﰲ ﺍﻟﻔﻨﺪﻕ ﻣﻦ ﺃﺟﻞ ﺍﻟﺴﻴﺎﺣﺔ‬
‫ﺑﻨﺴﺒﺔ ‪ %25‬ﻭﺍﻟﺒﺎﻟﻎ ﻋﺪﺩﻫﻢ ‪ ،7‬ﻭﺃﺧﲑﺍ ﺍﻷﻓﺮﺍﺩ ﺍﻟﺬﻳﻦ ﻳﺘﻤﺜﻞ ﺳﺒﺐ ﺇﻗﺎﻣﺘﻬﻢ ﰲ ﺍﻟﻔﻨﺪﻕ ﻣﻦ ﺃﺟﻞ ﺃﺳﺒﺎﺏ ﺃﺧﺮﻯ‬
‫ﺑﻨﺴﺒﺔ ‪ 14.3‬ﻭﺍﻟﺒﺎﻟﻎ ﻋﺪﺩﻫﻢ ‪ 4‬ﺃﻓﺮﺍﺩ‪.‬‬
‫‪ -‬ﻣﺪﺓ ﺍﻹﻗﺎﻣﺔ ﰲ ﺍﻟﻔﻨﺪﻕ‪ :‬ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(09‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﻣﺪﺓ ﺍﻹﻗﺎﻣﺔ‪ ،‬ﺣﻴﺚ‬
‫ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺃﻏﻠﺒﻴﺔ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻣﺪﺓ ﺇﻗﺎﻣﺘﻬﻢ ﺗﺮﺍﻭﺣﺖ ﺑﲔ‪ 4-2‬ﺃﻳﺎﻡ ﻭﺑﻠﻎ ﻋﺪﺩﻫﻢ ‪ 15‬ﻓﺮﺩﺍ ﺑﻨﺴﺒﺔ‬
‫ﻣﺌﻮﻳﺔ ﻣﻘﺪﺍﺭﻫﺎ ‪ ،%53.57‬ﻭﺗﻠﻴﻬﺎ ﻣﺒﺎﺷﺮﺓ ﺍﻟﻨﺴﺒﺔ ‪ %39.29‬ﻟﻠﻤﻘﻴﻤﲔ ﻟﻴﻮﻡ ﻭﺍﺣﺪ ﻓﻘﻂ ﻭﺍﻟﺒﺎﻟﻎ ﻋﺪﺩﻫﻢ‪11‬ﻓﺮﺩ‪،‬‬
‫ﺃﻣﺎ ﺑﺎﻗﻲ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻓﻴﻮﺯﻋﻮﻥ ﺑﻨﺴﺒﺔ ﻣﺘﺴﺎﻭﻳﺔ ﺑﲔ ﺍﳌﻘﻴﻤﲔ ﻝ‪ 6-4‬ﺃﻳﺎﻡ ﻭﺍﳌﻘﻴﻤﲔ ﻷﻛﺜﺮ ﻣﻦ ‪ 6‬ﺃﻳﺎﻡ ﻭﻫﻲ ‪.%3.57‬‬
‫ﺏ‪ -‬ﺍﻟﺘﺤﻠﻴﻞ ﺍﻟﻮﺻﻔﻲ ﻹﺟﺎﺑﺎﺕ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ‪:‬‬
‫‪ -‬ﲢﻠﻴﻞ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺘﻘﻴﻴﻢ ﺍﻟﺰﺑﺎﺋﻦ ﳌﻌﺎﻳﲑ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪:‬‬
‫ﻧﺴﺘﻌﺮﺽ ﻓﻴﻤﺎ ﻳﻠﻲ‪ ،‬ﺇﺟﺎﺑﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ )ﺯﺑﺎﺋﻦ ﺍﻟﻔﻨﺪﻕ( ﺣﻮﻝ ﻋﺒﺎﺭﺍﺕ ﺍﻻﺳﺘﺒﻴﺎﻥ‪ ،‬ﺣﺴﺐ ﻛﻞ ﻣﻌﻴﺎﺭ‬
‫ﻣﻦ ﺍﳌﻌﺎﻳﲑ ﺍﳋﻤﺴﺔ ﻟﺘﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ‪:‬‬
‫‪ -‬ﺍﳌﻠﻤﻮﺳﻴﺔ‪:‬‬
‫ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(10‬ﺍﲡﺎﻫﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﺣﻮﻝ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ‬
‫ﺍﳌﻠﻤﻮﺳﻴﺔ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺍﲡﺎﻫﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﳓﻮ ﻛﻞ ﺍﻟﻔﻘﺮﺍﺕ ﺍﳌﺘﻌﻠﻘﺔ ﲟﻌﻴﺎﺭ ﺍﳌﻠﻤﻮﺳﻴﺔ‬
‫ﻛﺎﻧﺖ ﺿﻤﻦ ﺍﳌﻮﺍﻓﻘﺔ ﺍﻟﻌﺎﻟﻴﺔ‪ ،‬ﻭﻛﺎﻥ ﺃﻛﱪ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻟﻠﻔﻘﺮﺓ ﺍﻟﺜﺎﻟﺜﺔ ﻭﻫﻲ ﺗﻮﻓﺮ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﻏﺮﻑ ﻣﺮﳛﺔ‪ ،‬ﻧﻈﻴﻔﺔ‬
‫ﻭﻣﻜﻴﻔﺔ ﺍﻟﺬﻱ ﺑﻠﻎ ‪ 4.79‬ﻭﺍﳓﺮﺍﻑ ﻣﻌﻴﺎﺭﻱ ﻗﺪﺭ ﺏ‪ ،0.499‬ﰒ ﺗﻠﻴﻬﺎ ﺍﻟﻔﻘﺮﺗﲔ ﺍﻟﺮﺍﺑﻌﺔ ﻭﺍﻟﺴﺎﺩﺳﺔ‪ ،‬ﺣﻴﺚ ﺗﻄﺎﺑﻖ‬
‫ﺍﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﳍﻤﺎ ﺍﻟﺬﻱ ﻗﺪﺭ ﺏ‪ 4.71‬ﻣﻊ ﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﺬﻱ ﻗﺪﺭ ﺏ‪ 0.897‬ﻭ‪ 0.897‬ﻋﻠﻰ ﺍﻟﺘﻮﺍﱄ‪،‬‬
‫ﰒ ﺗﻠﻴﻬﺎ ﺍﻟﻔﻘﺮﺍﺕ ﺍﻟﺴﺎﺑﻌﺔ‪ ،‬ﺍﻟﺜﺎﻣﻨﺔ‪ ،‬ﺍﻟﺜﺎﻧﻴﺔ ﻭﺍﻷﻭﱃ ﻋﻠﻰ ﺍﻟﺘﻮﺍﱄ ﺑﺎﳌﺘﻮﺳﻄﺎﺕ ﺍﳊﺴﺎﺑﻴﺔ ﺍﻟﺘﺎﻟﻴﺔ‪3.96 ،4.46 ،4.64 :‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﻭ‪ ،3.71‬ﺃﻣﺎ ﺃﺩﱐ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻓﻘﺪ ﻗﺪﺭ ﺏ‪ 1.79‬ﻭﻫﻮ ﺍﳌﺘﻌﻠﻖ ﺑﺎﻟﻌﺒﺎﺭﺓ ﺍﳋﺎﻣﺴﺔ ﺍﳋﺎﺻﺔ ﺑﺎﺣﺘﻮﺍﺀ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ‬
‫ﻣﺮﺍﻓﻖ ﻣﻼﺋﻤﺔ ﻭﺟﺬﺍﺑﺔ‪.‬‬
‫ﺃﻣﺎ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﺍﻟﻌﺎﻡ ﻓﻘﺪ ﻗﺪﺭ ﺏ‪ ،4.098‬ﳑﺎ ﻳﻌﻜﺲ ﺩﺭﺟﺔ ﻣﻮﺍﻓﻘﺔ ﻋﺎﻟﻴﺔ ﻋﻠﻰ ﺟﻮﺩﺓ‬
‫ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ ﺍﳌﻠﻤﻮﺳﻴﺔ‪ ،‬ﻭﺑﺈﲨﺎﻉ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﻛﻤﺎ ﻳﺪﻝ ﻋﻠﻴﻪ‬
‫ﺗﺪﱐ ﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﺬﻱ ﻗﺪﺭ ﺏ‪.0.474‬‬
‫‪ -‬ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪:‬‬
‫ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(11‬ﺍﲡﺎﻫﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﺣﻮﻝ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ‬
‫ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺍﲡﺎﻫﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﳓﻮ ﻛﻞ ﺍﻟﻔﻘﺮﺍﺕ ﺍﳌﺘﻌﻠﻘﺔ ﲟﻌﻴﺎﺭ ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‬
‫ﻛﺎﻧﺖ ﺿﻤﻦ ﺍﳌﻮﺍﻓﻘﺔ ﺍﻟﻌﺎﻟﻴﺔ‪ ،‬ﻭﻛﺎﻥ ﺃﻋﻠﻰ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻟﻠﻔﻘﺮﺓ ﺍﻟﺜﺎﻧﻴﺔ ﻭﻫﻲ ﳛﺮﺹ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﺗﻮﻇﻴﻒ ﻣﻬﺎﺭﺍﺕ‬
‫ﻋﺎﻟﻴﺔ ﺍﻟﺬﻱ ﺑﻠﻎ ‪ 4.86‬ﻭﺍﳓﺮﺍﻑ ﻣﻌﻴﺎﺭﻱ ﻗﺪﺭ ﺏ‪ ،0.448‬ﺃﻣﺎ ﺃﺩﱏ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻓﻘﺪ ﻗﺪﺭ ﺏ‪ 3.89‬ﻭﺍﳓﺮﺍﻑ‬
‫ﻣﻌﻴﺎﺭﻱ ﻳﺴﺎﻭﻱ ‪ ،0.416‬ﻭﻫﻮ ﺍﳌﺘﻌﻠﻖ ﺑﺎﻟﻔﻘﺮﺓ ﺍﳋﺎﻣﺴﺔ ﺍﳋﺎﺻﺔ ﺑﺈﻋﻼﻡ ﺍﻟﻔﻨﺪﻕ ﻋﻤﻼﺀﻩ ﲞﺪﻣﺎﺗﻪ ﺍﳉﺪﻳﺪﺓ‪.‬‬
‫ﺃﻣﺎ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﺍﻟﻌﺎﻡ ﻓﻘﺪﺭ ﺏ‪ ،4.528‬ﳑﺎ ﻳﻌﻜﺲ ﺩﺭﺟﺔ ﻣﻮﺍﻓﻘﺔ ﻋﺎﻟﻴﺔ ﻋﻠﻰ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‬
‫ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ ،‬ﻭﺑﺈﲨﺎﻉ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻛﻤﺎ ﻳﺪﻝ ﻋﻠﻴﻪ ﺗﺪﱐ‬
‫ﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﺬﻱ ﻗﺪﺭ ﺏ‪.0.615‬‬
‫‪ -‬ﺍﻻﺳﺘﺠﺎﺑﺔ‪:‬‬
‫ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(12‬ﺍﲡﺎﻫﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﺣﻮﻝ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ‬
‫ﺍﻻﺳﺘﺠﺎﺑﺔ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺍﲡﺎﻫﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﳓﻮﻯ ﻛﻞ ﺍﻟﻔﻘﺮﺍﺕ ﺍﳌﺘﻌﻠﻘﺔ ﲟﻌﻴﺎﺭ ﺍﻻﺳﺘﺠﺎﺑﺔ‬
‫ﻛﺎﻧﺖ ﺿﻤﻦ ﺍﳌﻮﺍﻓﻘﺔ ﺍﻟﻌﺎﻟﻴﺔ‪ ،‬ﻭﻛﺎﻥ ﺃﻋﻠﻰ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻟﻠﻔﻘﺮﺓ ﺍﻷﻭﱃ ﻭﻫﻲ ﺍﺳﺘﻌﺪﺍﺩ ﺍﻟﻌﺎﻣﻠﲔ ﺑﺎﻟﻔﻨﺪﻕ ﻟﻠﻤﺴﺎﻋﺪﺓ‪،‬‬
‫ﻭﺍﺳﺘﺠﺎﺑﺔ ﳌﺘﻄﻠﺒﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﺍﻟﺬﻱ ﺑﻠﻎ ‪ 4.79‬ﻭﺍﳓﺮﺍﻑ ﻣﻌﻴﺎﺭﻱ ﻗﺪﺭ ﺏ‪ ،0.418‬ﺃﻣﺎ ﺃﺩﱏ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻓﻘﺪ ﻗﺪﺭ‬
‫ﺏ‪ 3.57‬ﻭﺍﳓﺮﺍﻑ ﻣﻌﻴﺎﺭﻱ ﻳﺴﺎﻭﻱ ‪ ،1.069‬ﻭﻫﻮ ﺍﳌﺘﻌﻠﻖ ﺑﺎﻟﻔﻘﺮﺓ ﺍﻟﺮﺍﺑﻌﺔ ﺍﳋﺎﺻﺔ ﺇﺫﺍ ﻣﺎ ﻛﺎﻥ ﲦﻦ ﺍﳋﺪﻣﺔ ﺍﳌﻘﺪﻣﺔ‬
‫ﻣﻨﺎﺳﺐ‪.‬‬
‫ﺃﻣﺎ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﺍﻟﻌﺎﻡ ﻓﻘﺪﺭ ﺏ‪ ،4.085‬ﳑﺎ ﻳﻌﻜﺲ ﺩﺭﺟﺔ ﻣﻮﺍﻓﻘﺔ ﻋﺎﻟﻴﺔ ﻋﻠﻰ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‬
‫ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ ﺍﻻﺳﺘﺠﺎﺑﺔ‪ ،‬ﻭﺑﺈﲨﺎﻉ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻛﻤﺎ ﻳﺪﻝ ﻋﻠﻴﻪ ﺗﺪﱐ‬
‫ﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﺬﻱ ﻗﺪﺭ ﺏ‪.0.882‬‬
‫‪ -‬ﺍﻷﻣﺎﻥ‪:‬‬
‫ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(13‬ﺍﲡﺎﻫﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﺣﻮﻝ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ ﺍﻷﻣﺎﻥ‪،‬‬
‫ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺍﲡﺎﻫﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﳓﻮ ﻛﻞ ﺍﻟﻔﻘﺮﺍﺕ ﺍﳌﺘﻌﻠﻘﺔ ﲟﻌﻴﺎﺭ ﺍﻷﻣﺎﻥ ﻛﺎﻧﺖ ﺿﻤﻦ ﳎﺎﻝ‬
‫ﺍﳌﻮﺍﻓﻘﺔ ﺍﻟﻌﺎﻟﻴﺔ‪ ،‬ﻭﻛﺎﻥ ﺃﻋﻠﻰ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻟﻠﻔﻘﺮﺓ ﺍﻟﺜﺎﻟﺜﺔ ﻭﻫﻲ ﺗﻌﺎﻣﻞ ﺇﺩﺍﺭﺓ ﺍﻟﻔﻨﺪﻕ ﻣﻊ ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﺑﺴﺮﻳﺔ ﺗﺎﻣﺔ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺍﻟﺬﻱ ﺑﻠﻎ ‪ 4.79‬ﻭ ﺍﳓﺮﺍﻑ ﻣﻌﻴﺎﺭﻱ ﻗﺪﺭ ﺏ‪ ،0.418‬ﺃﻣﺎ ﺃﺩﱏ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻓﻘﺪ ﻗﺪﺭ ﺏ‪ 4.21‬ﻭﺍﳓﺮﺍﻑ‬
‫ﻣﻌﻴﺎﺭﻱ ﻳﺴﺎﻭﻱ ‪ ،1.179‬ﻭﻫﻮ ﺍﳌﺘﻌﻠﻖ ﺑﺎﻟﻔﻘﺮﺓ ﺍﻟﺮﺍﺑﻌﺔ ﺍﳋﺎﺻﺔ ﺑﺴﻼﻣﺔ ﺍﻷﻏﺮﺍﺽ ﻋﻨﺪ ﺗﺮﻛﻬﺎ ﰲ ﺍﻟﻐﺮﻓﺔ‪.‬‬
‫ﺃﻣﺎ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﺍﻟﻌﺎﻡ ﻓﻘﺪﺭ ﺏ‪ ،4.518‬ﳑﺎ ﻳﻌﻜﺲ ﺩﺭﺟﺔ ﻣﻮﺍﻓﻘﺔ ﻋﺎﻟﻴﺔ ﻋﻠﻰ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‬
‫ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ ﺍﻷﻣﺎﻥ‪ ،‬ﻭﺑﺈﲨﺎﻉ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻛﻤﺎ ﻳﺪﻝ ﻋﻠﻴﻪ ﺗﺪﱐ ﺍﻻﳓﺮﺍﻑ‬
‫ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﺬﻱ ﻗﺪﺭ ﺏ‪.0.688‬‬
‫‪ -‬ﺍﻟﺘﻌﺎﻃﻒ‪:‬‬
‫ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(14‬ﺍﲡﺎﻫﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﺣﻮﻝ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ‬
‫ﺍﻟﺘﻌﺎﻃﻒ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺍﲡﺎﻫﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﳓﻮﻯ ﻛﻞ ﺍﻟﻔﻘﺮﺍﺕ ﺍﳌﺘﻌﻠﻘﺔ ﲟﻌﻴﺎﺭ ﺍﻟﺘﻌﺎﻃﻒ‬
‫ﻛﺎﻧﺖ ﺿﻤﻦ ﳎﺎﻝ ﺍﳌﻮﺍﻓﻘﺔ ﺍﻟﻌﺎﻟﻴﺔ‪ ،‬ﻭﻛﺎﻥ ﺃﻋﻠﻰ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻟﻠﻔﻘﺮﺓ ﺍﻷﻭﱃ ﻭﻫﻲ ﺍﻟﺒﺸﺎﺷﺔ ﻭﺍﻻﺑﺘﺴﺎﻣﺔ ﺃﺛﻨﺎﺀ ﺍﻟﺘﻌﺎﻣﻞ‬
‫ﺧﺎﺻﺔ ﻣﻮﻇﻒ ﺍﻻﺳﺘﻘﺒﺎﻝ ﺍﻟﺬﻱ ﺑﻠﻎ ‪ 4.71‬ﻭﺍﳓﺮﺍﻑ ﻣﻌﻴﺎﺭﻱ ﻗﺪﺭ ﺏ‪ ،0.460‬ﺃﻣﺎ ﺃﺩﱏ ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﻓﻘﺪ ﻗﺪﺭ‬
‫ﺏ‪ 4.021‬ﻭﺍﳓﺮﺍﻑ ﻣﻌﻴﺎﺭﻱ ﻳﺴﺎﻭﻱ ‪ ،1.315‬ﻭﻫﻮ ﺍﳌﺘﻌﻠﻖ ﺑﺎﻟﻔﻘﺮﺓ ﺍﻟﺜﺎﻧﻴﺔ ﺍﳋﺎﺻﺔ ﳏﺎﺩﺛﺔ ﺍﻟﺰﺑﺎﺋﻦ ﺑﺎﻟﻠﻐﺔ ﺍﻟﱵ‬
‫ﻳﻔﻬﻤﻮ‪‬ﺎ‪.‬‬
‫ﺃﻣﺎ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﺍﻟﻌﺎﻡ ﻓﻘﺪﺭ ﺏ‪ ،4.440‬ﳑﺎ ﻳﻌﻜﺲ ﺩﺭﺟﺔ ﻣﻮﺍﻓﻘﺔ ﻋﺎﻟﻴﺔ ﻋﻠﻰ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‬
‫ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ ﺍﻟﺘﻌﺎﻃﻒ‪ ،‬ﻭﺑﺈﲨﺎﻉ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻛﻤﺎ ﻳﺪﻝ ﻋﻠﻴﻪ ﺗﺪﱐ ﺍﻻﳓﺮﺍﻑ‬
‫ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﺬﻱ ﻗﺪﺭ ﺏ‪.0.303‬‬
‫‪ -‬ﲢﻠﻴﻞ ﺍﻟﺒﻴﺎﻧﺎﺕ ﺍﳌﺘﻌﻠﻘﺔ ﺑﺮﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻋﻦ ﺍﳉﻮﺩﺓ ﺍﻟﻜﻠﻴﺔ ﻟﻠﺨﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ‪:‬‬
‫ﻳﻮﺿﺢ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(15‬ﺗﻮﺯﻳﻊ ﺇﺟﺎﺑﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﺩﺭﺟﺔ ﺭﺿﺎﻫﻢ ﻋﻦ ﺍﳉﻮﺩﺓ ﺍﻟﻜﻠﻴﺔ‬
‫ﻟﻠﺨﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻗﺒﻞ ﻓﻨﺪﻕ ﺳﻠﻴﻢ‪ ،‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻛﺎﻧﺖ ﺩﺭﺟﺎﺕ‬
‫ﺭﺿﺎﻫﻢ ﻣﻮﺯﻋﺔ ﰲ ﺃﺭﺑﻊ ﻧﺴﺐ‪ ،‬ﺣﻴﺚ ﳒﺪ ‪ %67.9‬ﻣﻦ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻛﺎﻥ ﻣﺴﺘﻮﻯ ﺭﺿﺎﻫﻢ ﻛﺒﲑﺍ ﺟﺪﺍ ﻭﻫﻲ‬
‫ﺃﻛﱪ ﻧﺴﺒﺔ‪ ،‬ﻭﺗﻠﻴﻬﺎ ‪% 14.3‬ﻭﻫﻲ ﻧﺴﺒﺔ ﺍﻷﻓﺮﺍﺩ ﺍﻟﺬﻳﻦ ﻛﺎﻥ ﻣﺴﺘﻮﻯ ﺭﺿﺎﻫﻢ ﻋﻦ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﺍﻟﻜﻠﻴﺔ ﻛﺒﲑﺓ‪ ،‬ﰲ‬
‫ﺣﲔ ﺃﻥ ‪ %10.7‬ﻭ‪ %7.1‬ﻣﻦ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺍﻟﺬﻳﻦ ﻛﺎﻥ ﻣﺴﺘﻮﻯ ﺭﺿﺎﻫﻢ ﻣﺘﻮﺳﻂ ﻭﻣﻨﺨﻔﺾ ﻋﻠﻰ ﺍﻟﺘﻮﺍﱄ‪،‬‬
‫ﻭﻋﻠﻴﻪ ﻓﺎﻥ ﺩﺭﺟﺔ ﺭﺿﺎ ﺍﻟﺰﺑﺎﺋﻦ ﻋﻦ ﺍﳉﻮﺩﺓ ﺍﻟﻜﻠﻴﺔ ﻟﻠﺨﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﰲ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﻋﺎﻟﻴﺔ‪ ،‬ﻭﻳﺴﺘﺪﻝ ﻋﻠﻰ‬
‫ﺫﻟﻚ ﺑﺎﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﺍﻟﺬﻱ ﻗﺪﺭ ﺏ ‪ 4.43‬ﻭﻫﻮ ﺿﻤﻦ ﺍﳌﺪﻯ ]‪.[5-3.5‬‬
‫‪ .4‬ﺍﺧﺘﺒﺎﺭ ﺍﻟﻔﺮﺿﻴﺔ‪:‬‬
‫‪ -‬ﻳﻘﻴﻢ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ )ﺍﻟﺰﺑﺎﺋﻦ( ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ‪ ،‬ﺗﻘﻴﻴﻤﺎ‬
‫ﺍﳚﺎﺑﻴﺎ‪.‬‬
‫ﻻﺧﺘﺒﺎﺭ ﻫﺬﻩ ﺍﻟﻔﺮﺿﻴﺔ‪ ،‬ﰎ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﺍﳌﺘﻮﺳﻄﺎﺕ ﺍﳊﺴﺎﺑﻴﺔ‪ ،‬ﺍﻻﳓﺮﺍﻓﺎﺕ ﺍﳌﻌﻴﺎﺭﻳﺔ ﻭﻧﺴﺐ ﺍﳌﻮﺍﻓﻘﺔ ﻟﻜﻞ ﻣﻌﻴﺎﺭ‬
‫ﻣﻦ ﺍﳌﻌﺎﻳﲑ ﺍﳋﻤﺴﺔ ﻟﺘﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﻛﻤﺎ ﻫﻮ ﻣﻮﺿﺢ ﰲ ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ ،(16‬ﺣﻴﺚ ﻧﻼﺣﻆ ﻣﻦ‬
‫ﺧﻼﻟﻪ‪ ،‬ﺃﻥ ﺗﻘﻴﻴﻢ ﺍﻟﻌﻤﻼﺀ ﳉﻮﺩﺓ ﺍﳋﺪﻣﺔ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻣﻦ ﺧﻼﻝ ﺍﳌﺆﺷﺮﺍﺕ ﺍﳌﻌﺘﻤﺪ ﻋﻠﻴﻬﺎ ﰲ ﺍﻟﻨﻤﻮﺫﺝ ﻧﻔﺴﻪ ﻣﻊ ﲨﻴﻊ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺍﳌﺆﺷﺮﺍﺕ ﻭﻫﻮ ﺗﻘﻴﻴﻢ ﺍﳚﺎﰊ‪ ،‬ﻭﻟﻜﻦ ﲟﺘﻮﺳﻄﺎﺕ ﺣﺴﺎﺑﻴﺔ ﳐﺘﻠﻔﺔ‪ ،‬ﺣﻴﺚ ﳒﺪﻫﺎ ﻣﺮﺗﺒﺔ ﻣﻦ ﺍﻷﻛﱪ ﻟﻸﺻﻐﺮ‪ ،‬ﻭﻛﺎﻥ ﺃﻋﻠﻰ‬
‫ﻣﺘﻮﺳﻂ ﺣﺴﺎﰊ ﳌﻌﻴﺎﺭ ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‪ ،‬ﺣﻴﺚ ﻗﺪﺭ ﺏ‪ ،4.528‬ﰒ ﻳﻠﻴﻪ ﻣﺒﺎﺷﺮﺓ ﻭﲟﺘﻮﺳﻂ ﻣﻘﺎﺭﺏ ﻣﻌﻴﺎﺭ ﺍﻷﻣﺎﻥ‬
‫ﺏ‪ ،4.518‬ﻭﰲ ﺍﳌﺮﺗﺒﺔ ﺍﻟﺜﺎﻟﺜﺔ ﳒﺪ ﻣﻌﻴﺎﺭ ﺍﻟﺘﻌﺎﻃﻒ ﺏ‪ ،4.440‬ﻭﺃﺧﲑﺍ ﻣﻌﻴﺎﺭ ﺍﳌﻠﻤﻮﺳﻴﺔ ﻭﺍﻻﺳﺘﺠﺎﺑﺔ ﺏ‪4.098‬‬
‫ﻭ‪ 4.085‬ﻋﻠﻰ ﺍﻟﺘﻮﺍﱄ‪.‬‬
‫ﻭﻋﻠﻴﻪ‪ ،‬ﻧﺴﺘﻨﺘﺞ ﺃﻥ ﺍﻟﻔﺮﺿﻴﺔ ﺍﻟﻘﺎﺋﻠﺔ )ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ )ﺍﻟﺰﺑﺎﺋﻦ( ﻳﻘﻴﻤﻮﻥ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﰲ‬
‫ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﺗﻘﻴﻴﻤﺎ ﺍﳚﺎﺑﻴﺎ( ﺻﺤﻴﺤﺔ‪.‬‬
‫‪ .5‬ﲢﻠﻴﻞ ﺍﻟﻨﺘﺎﺋﺞ‪:‬‬
‫ﰎ ﺍﻟﺘﻮﺻﻞ ﻣﻦ ﺧﻼﻝ ﺍﻟﺪﺭﺍﺳﺔ ﺍﳌﻴﺪﺍﻧﻴﺔ ﺍﻟﱵ ﺧﺼﺖ ‪‬ﺎ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﺑﻮﻻﻳﺔ ﺑﺎﺗﻨﺔ‪ ،‬ﺇﱃ ﺍﻟﻨﺘﺎﺋﺞ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪ -‬ﻧﺘﺎﺋﺞ ﻣﺴﺘﻤﺪﺓ ﻣﻦ ﻭﺻﻒ ﺧﺼﺎﺋﺺ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‪ :‬ﺗﺘﻤﺜﻞ ﻓﻴﻤﺎ ﻳﻠﻲ‪:‬‬
‫‪ -‬ﻫﻴﻤﻨﺔ ﺟﻨﺲ ﺍﻟﺬﻛﻮﺭ ﻋﻠﻰ ﺟﻨﺲ ﺍﻹﻧﺎﺙ‪ ،‬ﺇﺫ ﺑﻠﻐﺖ ﻧﺴﺒﺘﻬﻢ‪ ،%78.6‬ﰲ ﺣﲔ ﺑﻠﻐﺖ ﻧﺴﺒﺔ ﺟﻨﺲ‬
‫ﺍﻹﻧﺎﺙ‪ ،%21.4‬ﻭﻫﺬﺍ ﺭﺍﺟﻊ ﺇﱃ ﺛﻘﺎﻓﺔ ﺍ‪‬ﺘﻤﻊ ﻭﺍﻟﻌﺎﺩﺍﺕ ﻭﺍﻟﺘﻘﺎﻟﻴﺪ ﺍﻟﱵ ﻣﺎﺯﻟﺖ ﲤﻨﻊ ﺳﻔﺮ ﺍﳌﺮﺃﺓ ﻟﻮﺣﺪﻫﺎ‪،‬‬
‫ﻭﻛﺬﺍ ﻛﻮﻥ ﺍﻟﺮﺟﻞ ﻫﻮ ﺍﳌﺮﺷﺢ ﺍﻷﻭﻝ ﻟﻠﺴﻔﺮ ﰲ ﺍﳌﺆﺳﺴﺎﺕ ﻟﻠﻘﻴﺎﻡ ﺑﺎﻷﻋﻤﺎﻝ‪.‬‬
‫‪ -‬ﺍﻧﺘﺴﺎﺏ ﻧﺴﺒﺔ ﻛﺒﲑﺓ ﻣﻦ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻟﻔﺌﺔ ﺍﻟﺸﺒﺎﺏ ﺗﻘﺪﺭ ﺏ‪ ،%82.14‬ﺣﻴﺚ ﺗﺘﺮﺍﻭﺡ ﺃﻋﻤﺎﺭﻫﻢ‬
‫ﺑﲔ‪ 40-18‬ﺳﻨﺔ‪ ،‬ﻭﻫﻮ ﻣﺎ ﻳﻌﻜﺲ ﺃﻥ ﺯﺑﺎﺋﻦ ﺍﻟﻔﻨﺪﻕ ﻣﻦ ﻓﺌﺔ ﺍﻟﺸﺒﺎﺏ‪ ،‬ﻟﺬﺍ ﳚﺐ ﺃﺧﺬ ﺫﻟﻚ ﺑﻌﲔ ﺍﻻﻋﺘﺒﺎﺭ‪.‬‬
‫‪ %95 -‬ﻣﻦ ﺯﺑﺎﺋﻦ ﺍﻟﻔﻨﺪﻕ ﺫﻭﻱ ﻣﺴﺘﻮﻯ ﺗﻌﻠﻴﻤﻲ ﺛﺎﻧﻮﻱ ﻭﺟﺎﻣﻌﻲ ‪.%66.67‬‬
‫‪ -‬ﺃﻛﱪ ﻧﺴﺒﺔ ﻟﻠﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ ﻛﺎﻧﺖ ﺍﻷﻓﺮﺍﺩ ﺍﻟﺬﻳﻦ ﻳﻔﻮﻕ ﺩﺧﻠﻬﻢ‪ 45000‬ﺩﺝ‪ ،‬ﺣﻴﺚ ﺑﻠﻐﺖ ﻧﺴﺒﺘﻬﻢ ‪،%50‬‬
‫ﻭﻫﻮ ﻣﺎ ﻳﺆﻛﺪ ﺃﻥ ﺯﺑﺎﺋﻦ ﺍﻟﻔﻨﺪﻕ ﻣﻦ ﺃﺻﺤﺎﺏ ﺍﻟﺪﺧﻞ ﺍﳌﺮﺗﻔﻊ‪.‬‬
‫‪ -‬ﺃﻏﻠﺒﻴﺔ ﺯﺑﺎﺋﻦ ﺍﻟﻔﻨﺪﻕ ﻫﻢ ﻣﻮﻇﻔﻮﻥ‪ ،‬ﺣﻴﺚ ﺑﻠﻐﺖ ﻧﺴﺒﺘﻬﻢ ‪.%50‬‬
‫‪ -‬ﻧﺴﺒﺔ ﻛﺒﲑﺓ ﻣﻦ ﺃﻓﺮﺍﺩ ﺍﻟﺪﺭﺍﺳﺔ ﻭﺍﻟﺒﺎﻟﻐﺔ ‪ %53‬ﻫﻢ ﰲ ﺍﻟﻔﻨﺪﻕ ﻟﻠﻌﻤﻞ‪.‬‬
‫‪ -‬ﻧﺴﺒﺔ ﻛﺒﲑﺓ ﻣﻦ ﺃﻓﺮﺍﺩ ﺍﻟﺪﺭﺍﺳﺔ ﻭﺍﻟﺒﺎﻟﻐﺔ‪ %62‬ﻫﻢ ﻣﻦ ﺍﳉﺰﺍﺋﺮ‪.‬‬
‫‪ -‬ﻧﺴﺒﺔ ﻛﺒﲑﺓ ﻣﻦ ﺃﻓﺮﺍﺩ ﺍﻟﺪﺭﺍﺳﺔ ﻭﺍﻟﺒﺎﻟﻐﺔ‪ 53%‬ﻣﺪﺓ ﺇﻗﺎﻣﺘﻬﻢ ﺗﺘﺮﺍﻭﺡ ﺑﲔ ‪ 4-2‬ﺃﻳﺎﻡ‪.‬‬
‫‪ -‬ﻧﺘﺎﺋﺞ ﻣﺴﺘﻤﺪﺓ ﻣﻦ ﲢﻠﻴﻞ ﻧﺘﺎﺋﺞ ﺇﺟﺎﺑﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‪ :‬ﺗﺘﻤﺜﻞ ﰲ ﻣﺎ ﻳﻠﻲ‪:‬‬
‫‪ -‬ﺩﺭﺟﺔ ﻣﻮﺍﻓﻘﺔ ﻋﺎﻟﻴﺔ ﻷﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻋﻠﻰ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻃﺮﻑ ﻓﻨﺪﻕ ﺳﻠﻴﻢ ﻣﻦ‬
‫ﻧﺎﺣﻴﺔ ﻣﻌﺎﻳﲑ ﺍﻟﺘﻘﻴﻴﻢ ﺍﳋﻤﺴﺔ‪ ،‬ﻭﺭﺿﺎ ﻛﺒﲑ ﻋﻦ ﺍﳉﻮﺩﺓ ﺍﻟﻜﻠﻴﺔ‪ ،‬ﻭﺑﺎﻟﺘﺎﱄ ﻛﺎﻥ ﺗﻘﻴﻴﻤﻬﻢ ﺍﳚﺎﺑﻴﺎ‪.‬‬
‫‪ -‬ﻛﻞ ﺍﻟﻌﻨﺎﺻﺮ ﺗﺸﻜﻞ ﻧﻘﺎﻁ ﻗﻮﺓ ﰲ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ؛ ﻟﻌﻞ ﺃﳘﻬﺎ‪:‬‬
‫‪ ‬ﺍﳉﻮﺍﻧﺐ ﺍﳌﻠﻤﻮﺳﺔ )ﺗﻮﻓﺮ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﻏﺮﻑ ﻧﻈﻴﻔﺔ ﻭﻣﺮﳛﺔ‪ ،‬ﺍﻋﺘﻨﺎﺀ ﺍﻟﻌﺎﻣﻠﲔ ﲟﻈﻬﺮﻫﻢ ﺍﳋﺎﺭﺟﻲ‪،‬‬
‫ﺍﺳﺘﺨﺪﺍﻡ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﳊﺪﻳﺜﺔ ﰲ ﺍﻟﺘﻌﺎﻣﻞ(؛‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫‪ ‬ﺣﺮﺹ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﺗﻮﻇﻴﻒ ﻣﻮﻇﻔﲔ ﺫﻭﻱ ﻣﻬﺎﺭﺍﺕ ﻋﺎﻟﻴﺔ؛‬
‫‪ ‬ﺍﺳﺘﻌﺪﺍﺩ ﺍﻟﻌﺎﻣﻠﲔ ﰲ ﺍﻟﻔﻨﺪﻕ ﻟﻠﻤﺴﺎﻋﺪﺓ؛‬
‫‪ ‬ﺍﻟﺴﺮﻳﺔ ﰲ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﺑﻴﺎﻧﺎﺕ ﺍﻟﺰﺑﻮﻥ؛‬
‫‪ ‬ﺍﻟﺒﺸﺎﺷﺔ ﻭﺍﻻﺑﺘﺴﺎﻣﺔ ﺃﺛﻨﺎﺀ ﺍﻟﺘﻌﺎﻣﻞ‪.‬‬
‫‪ -‬ﺍﻟﻌﻨﺼﺮ ﺍﻟﻮﺣﻴﺪ ﺍﻟﺬﻱ ﳝﺜﻞ ﻧﻘﻄﺔ ﺿﻌﻒ ﻫﻮ ﻏﻴﺎﺏ ﻣﺮﺍﻓﻖ ﺟﺬﺍﺑﺔ ﻭﺗﺮﻓﻴﻬﻴﺔ‪.‬‬
‫‪ -‬ﺗﺆﺛﺮ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﺍﳌﺪﺭﻛﺔ ﲟﻌﺎﻳﲑﻫﺎ ﺍﳋﻤﺴﺔ ﻋﻠﻰ ﺭﺿﺎ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ‪.‬‬
‫ﺭﺍﺑﻌﺎ‪ :‬ﺍﻟﻨﺘﺎﺋﺞ ﻭﺍﳌﻘﺘﺮﺣﺎﺕ‬
‫ﻣﻦ ﺧﻼﻝ ﺩﺭﺍﺳﺔ ﺣﺎﻟﺔ ﻓﻨﺪﻕ ﺳﻠﻴﻢ‪ ،‬ﺗﻮﺻﻠﻨﺎ ﺇﱃ ﺍﻟﻨﺘﺎﺋﺞ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪ -‬ﻳﻘﻴﻢ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﳍﻢ ﺑﻔﻨﺪﻕ ﺳﻠﻴﻢ ﻣﻦ ﻧﺎﺣﻴﺔ ﻛﻞ ﻣﻌﻴﺎﺭ ﻣﻦ ﻣﻌﺎﻳﲑ ﺟﻮﺩﺓ‬
‫ﺍﳋﺪﻣﺔ‪ ،‬ﺗﻘﻴﻴﻤﺎ ﺍﳚﺎﺑﻴﺎ‪.‬‬
‫‪ -‬ﺃﻛﱪ ﻧﺴﺒﺔ ﻣﻦ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﻫﻲ ﻣﻦ ﺟﻨﺲ ﺍﻟﺬﻛﻮﺭ‪ ،‬ﻭﺍﻟﱵ ﻳﺘﺮﺍﻭﺡ ﺳﻨﻬﺎ ﺑﲔ ‪ 40-31‬ﺳﻨﺔ‪ ،‬ﺫﻭﻱ‬
‫ﻣﺴﺘﻮﻯ ﺗﻌﻠﻴﻤﻲ ﺛﺎﻧﻮﻱ ﻭﺟﺎﻣﻌﻲ‪ ،‬ﻭﻫﻢ ﻋﻤﺎﻝ ﻣﻦ ﺃﺻﺤﺎﺏ ﺍﻟﺪﺧﻞ ﺍﳌﺮﺗﻔﻊ‪ ،‬ﺃﻏﻠﺒﻴﺘﻬﻢ ﻣﻦ ﺍﳉﺰﺍﺋﺮ ﺟﺎﺀﻭﺍ‬
‫ﻟﻠﻔﻨﺪﻕ ﻣﻦ ﺃﺟﻞ ﺍﻟﻌﻤﻞ‪ ،‬ﻭﺗﺮﺍﻭﺣﺖ ﻣﺪﺓ ﺇﻗﺎﻣﺘﻬﻢ ﺑﲔ ‪ 2‬ﺇﱃ ‪ 4‬ﺃﻳﺎﻡ‪ ،‬ﻭﻫﺬﺍ ﺍﻷﻣﺮ ﳚﺐ ﺃﺧﺬﻩ ﺑﻌﲔ ﺍﻻﻋﺘﺒﺎﺭ‬
‫ﻋﻨﺪ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺎﺕ ﻟﻠﻔﺌﺔ ﺍﳌﺬﻛﻮﺭﺓ‪ ،‬ﻭﺩﺭﺍﺳﺔ ﺍﺣﺘﻴﺎﺟﺎ‪‬ﻢ ﻭﺭﻏﺒﺎ‪‬ﻢ ﻟﺘﻠﺒﻴﺘﻬﺎ ﻋﻠﻰ ﺍﻟﻮﺟﻪ ﺍﻷﻓﻀﻞ‪.‬‬
‫‪ -‬ﻋﺪﻡ ﻭﺟﻮﺩ ﻓﻮﺍﺭﻕ ﺑﲔ ﺃﺭﺍﺀ ﻭﺍﻧﻄﺒﺎﻋﺎﺕ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﳓﻮ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﺑﺎﺧﺘﻼﻑ‪:‬‬
‫ﺍﳉﻨﺲ‪ ،‬ﺍﻟﺴﻦ‪ ،‬ﺍﳌﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‪ ،‬ﺍﻟﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ‪ ،‬ﻣﻜﺎﻥ ﺍﻹﻗﺎﻣﺔ‪ ،‬ﺳﺒﺐ ﺍﻹﻗﺎﻣﺔ ﰲ ﺍﻟﻔﻨﺪﻕ‪ ،‬ﻣﺪﺓ ﺍﻹﻗﺎﻣﺔ‪.‬‬
‫ﺑﻨﺎﺀﺍ ﻋﻠﻰ ﻣﺎ ﰎ ﺍﻟﺘﻮﺻﻞ ﺇﻟﻴﻪ ﻣﻦ ﻧﺘﺎﺋﺞ ﰲ ﺩﺭﺍﺳﺔ ﺣﺎﻟﺔ ﻓﻨﺪﻕ ﺳﻠﻴﻢ‪ ،‬ﳝﻜﻦ ﺗﻘﺪﱘ ﺍﻻﻗﺘﺮﺍﺣﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫‪ -‬ﺍﻟﺘﻌﺮﻑ ﻋﻠﻰ ﺍﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﺰﺑﻮﻥ ﻛﻤﻨﻄﻠﻖ ﻟﺘﺤﺪﻳﺪ ﻣﻮﺻﻔﺎﺕ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ؛‬
‫‪ -‬ﺍﻟﻌﻤﻞ ﻋﻠﻰ ﺗﺪﺭﻳﺐ ﺍﻟﻌﺎﻣﻠﲔ ﰲ ﺍﻟﻔﻨﺪﻕ ﻣﻦ ﺃﺟﻞ ﲢﺴﲔ ﻣﺴﺘﻮﻯ ﺍﻻﺳﺘﺠﺎﺑﺔ ﻟﻠﺰﺑﺎﺋﻦ؛‬
‫‪ -‬ﳏﺎﻭﻟﺔ ﺍﻻﺳﺘﻔﺎﺩﺓ ﻣﻦ ﲡﺎﺭﺏ ﺍﳌﺆﺳﺴﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﰲ ﺍﻟﺒﻠﺪﺍﻥ ﺍﻟﺸﻘﻴﻘﺔ ﻣﺜﻞ ﺍﳌﻐﺮﺏ؛‬
‫‪ -‬ﺿﺮﻭﺭﺓ ﺍﻟﻌﻤﻞ ﻋﻠﻰ ﺗﺼﻤﻴﻢ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻭﻓﻘﺎ ﻟﺘﻮﻗﻌﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ‪ ،‬ﻷﻥ ﻫﺬﺍ ﻳﻌﺘﱪ ﻛﺤﺠﺮ ﺃﺳﺎﺱ ﻣﻦ‬
‫ﺃﺟﻞ ﺑﻨﺎﺀ ﻭﺗﻄﻮﻳﺮ ﺍﳋﺪﻣﺎﺕ ﻟﺘﺘﻮﺍﻓﻖ ﻣﻊ ﺃﻣﺎﻝ ﻭﺗﻮﻗﻌﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ؛‬
‫‪ -‬ﺗﻄﺒﻴﻖ ﻧﻈﺎﻡ ﺇﺩﺍﺭﺓ ﺍﳉﻮﺩﺓ ﻭﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺷﻬﺎﺩﺓ ﺍﻻﻳﺰﻭ‪ ،9001‬ﻣﻦ ﺃﺟﻞ ﺗﻮﺟﻴﻪ ﻭﻣﺮﺍﻗﺒﺔ ﺍﳌﺆﺳﺴﺔ ﺍﻟﻔﻨﺪﻗﻴﺔ‬
‫ﳋﺪﻣﺎ‪‬ﺎ‪ .‬ﻭﻫﺬﺍ ﻣﺎ ﺳﻴﻤﻜﻦ ﺍﻟﻔﻨﺎﺩﻕ ﺍﳉﺰﺍﺋﺮﻳﺔ ﻣﻦ ﺑﻠﻮﻍ ﺍﳌﺴﺘﻮﻯ ﺍﳌﻄﻠﻮﺏ ﰲ ﺍﳉﻮﺩﺓ ﻭﺑﺄﻗﻞ ﺗﻜﻠﻔﺔ‪ ،‬ﻭﺑﺎﻟﺘﺎﱄ‬
‫ﻛﺴﺐ ﻭﻻﺀ ﺍﻟﺰﺑﻮﻥ‪.‬‬
‫ﺍﳌﻼﺣﻖ‪:‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(01‬ﻣﻌﺎﻳﲑ ﻭﺃﺑﻌﺎﺩ ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‬
‫ﺍﳌﺘﻐﲑﺍﺕ ﺍﻟﻔﺮﻋﻴـــــﺔ‬ ‫ﺍﳌﻌﻴــﺎﺭ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫‪ ‬ﺟﺎﺫﺑﻴﺔ ﺍﳌﻈﻬﺮ ﺍﳋﺎﺭﺟﻲ ﻟﻠﻤﺆﺳﺴﺔ‪.‬‬
‫‪ ‬ﺍﻟﺘﺼﻤﻴﻢ ﺍﻟﺪﺍﺧﻠﻲ ﻟﻠﻤﺆﺳﺴﺔ‪.‬‬ ‫ﺍﳉﻮﺍﻧﺐ ﺍﳌﻠﻤﻮﺳﺔ‬
‫‪ ‬ﺣﺪﺍﺛﺔ ﺍﻷﺟﻬﺰﺓ ﻭﺍﳌﻌﺪﺍﺕ ﺍﳌﺴﺘﺨﺪﻣﺔ ﰲ ﺃﺩﺍﺀ ﺍﳋﺪﻣﺔ‪.‬‬
‫‪ ‬ﺍﳌﻈﻬﺮ ﺍﻟﻼﺋﻖ ﳌﻘﺪﻣﻲ ﺍﳋﺪﻣﺎﺕ‪.‬‬
‫‪ ‬ﺍﻟﻮﻓﺎﺀ ﺑﺘﻘﺪﱘ ﺍﳋﺪﻣﺔ ﰲ ﺍﳌﻮﺍﻋﻴﺪ ﺍﶈﺪﺩﺓ‪.‬‬
‫‪ ‬ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ ﺑﺸﻜﻞ ﺻﺤﻴﺢ‪.‬‬ ‫ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‬
‫‪ ‬ﻣﻌﻠﻮﻣﺎ ﺕ ﺩﻗﻴﻘﺔ ﻭﺻﺤﻴﺤﺔ‪.‬‬
‫‪ ‬ﺍﻟﺴﺮﻋﺔ ﰲ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ ﺍﳌﻄﻠﻮﺑﺔ‪.‬‬
‫‪ ‬ﺍﻻﺳﺘﺠﺎﺑﺔ ﺍﻟﻔﻮﺭﻳﺔ ﳊﺎﺟﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ‪.‬‬ ‫ﺍﻻﺳﺘﺠﺎﺑﺔ‬
‫‪ ‬ﺍﻟﺮﺩ ﺍﻟﻔﻮﺭﻱ ﻋﻠﻰ ﺍﻻﺳﺘﻔﺴﺎﺭﺍﺕ ﻭﺍﻟﺸﻜﺎﻭﻱ ‪.‬‬
‫‪ ‬ﺍﻟﺸﻌﻮﺭ ﺑﺎﻷﻣﺎﻥ ﰲ ﺍﻟﺘﻌﺎﻣﻞ ‪.‬‬ ‫ﺍﻟﻀﻤﺎﻥ‬
‫‪ ‬ﺍﻟﺜﻘﺔ ﲟﻘﺪﻣﻲ ﺍﳋﺪﻣﺎﺕ ‪.‬‬
‫‪ ‬ﲢﻠﻲ ﻣﻘﺪﻣﻲ ﺍﳋﺪﻣﺎﺕ ﺑﺎﻷﺩﺏ ﻭﺣﺴﻦ ﺍﳋﻠﻖ‪.‬‬
‫ﻓﻬﻢ ﻭﻣﻌﺮﻓﺔ ﺍﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ‪.‬‬ ‫‪‬‬
‫ﻣﻼﺋﻤﺔ ﺳﺎﻋﺎﺕ ﺍﻟﻌﻤﻞ‪.‬‬ ‫‪‬‬ ‫ﺍﻟﺘﻌﺎﻃﻒ‬
‫ﻭﺿﻊ ﻣﺼﻠﺤﺔ ﺍﻟﺰﺑﻮﻥ ﰲ ﻣﻘﺪﻣﺔ ﺍﻫﺘﻤﺎﻡ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﻠﻴﺎ‪.‬‬ ‫‪‬‬
‫ﺗﻘﺪﻳﺮ ﻇﺮﻭﻑ ﺍﻟﺰﺑﻮﻥ ﻭﺍﻟﺘﻌﺎﻃﻒ ﻣﻌﻪ ‪.‬‬ ‫‪‬‬
‫‪ ‬ﺍﻟﻠﻄﻒ ﰲ ﺍﻟﺘﻌﺎﻣﻞ ﻣﻊ ﺍﻟﺰﺑﺎﺋﻦ ‪.‬‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺛﺎﺑﺖ ﻋﺒﺪ ﺍﻟﺮﲪﺎﻥ ﺇﺩﺭﻳﺲ‪ ،‬ﻗﻴﺎﺱ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺔ ﺑﺎﺳﺘﺨﺪﺍﻡ ﻣﻘﺎﻳﻴﺲ ﺍﻟﻔﺠﻮﺓ ﺑﲔ ﺍﻻﺩﺭﺍﻛﺎﺕ ﻭﺍﻟﺘﻮﻗﻌﺎﺕ‪ ،‬ﺍ‪‬ﻠﺔ‬
‫ﺍﻟﻌﺮﺑﻴﺔ ﻟﻠﻌﻠﻮﻡ ﺍﻹﺩﺍﺭﻳﺔ‪ ،‬ﳎﻠﺲ ﺍﻟﻨﺸﺮ ﺍﻟﻌﻠﻤﻲ‪ ،‬ﺍ‪‬ﻠﺪ ﺍﻟﺮﺍﺑﻊ‪ ،‬ﺍﻟﻌﺪﺩ ﺍﻷﻭﻝ‪ ،‬ﺍﻟﻜﻮﻳﺖ‪ ،‬ﻧﻮﻓﻤﱪ‪ ،1996 ،‬ﺹ ‪.21‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(02‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﺍﳉﻨﺲ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺆﻭﻳﺔ)‪(%‬‬ ‫ﺍﻟﺘﻜﺮﺍﺭ‬ ‫ﺍﳉﻨﺲ‬
‫‪78.6‬‬ ‫‪22‬‬ ‫ﺫﻛﺮ‬
‫‪21.4‬‬ ‫‪6‬‬ ‫ﺃﻧﺜﻰ‬
‫‪100‬‬ ‫‪28‬‬ ‫ﺍ‪‬ﻤﻮﻉ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺃﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(03‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺘﻐﲑ ﺍﻟﺴﻦ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺌﻮﻳﺔ) ‪(%‬‬ ‫ﺍﻟﺘﻜﺮﺍﺭﺍﺕ‬ ‫ﺍﻟﻔﺌﺔ ﺍﻟﻌﻤﺮﻳﺔ‬
‫‪28.57‬‬ ‫‪8‬‬ ‫ﻣﻦ ‪ 18‬ﺇﱃ ‪ 30‬ﺳﻨﺔ‬
‫‪53.57‬‬ ‫‪15‬‬ ‫‪ 40 – 31‬ﺳﻨﺔ‬
‫‪17.86‬‬ ‫‪5‬‬ ‫‪ 60 – 41‬ﺳﻨﺔ‬
‫‪0‬‬ ‫‪-‬‬ ‫ﺃﻛﺜﺮ ﻣﻦ ‪ 60‬ﺳﻨﺔ‬
‫‪100‬‬ ‫‪28‬‬ ‫ﺍ‪‬ﻤﻮﻉ‬
‫‪242‬‬
‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺃﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(04‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺴﺘﻮﺍﻫﻢ ﺍﻟﺘﻌﻠﻴﻤﻲ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺌﻮﻳﺔ )‪(%‬‬ ‫ﺍﻟﺘﻜﺮﺍﺭﺍﺕ‬ ‫ﺍﳌﺴﺘﻮﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ‬
‫‪0‬‬ ‫‪-‬‬ ‫ﺃﻣﻲ‬
‫‪3.57‬‬ ‫‪1‬‬ ‫ﺍﺑﺘﺪﺍﺋﻲ‬
‫‪0‬‬ ‫‪-‬‬ ‫ﻣﺘﻮﺳﻂ‬
‫‪50‬‬ ‫‪14‬‬ ‫ﺛﺎﻧﻮﻱ‬
‫‪46.43‬‬ ‫‪13‬‬ ‫ﺟﺎﻣﻌﻲ‬
‫‪100‬‬ ‫‪28‬‬ ‫ﺍ‪‬ﻤﻮﻉ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺃﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(05‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﺩﺧﻠﻬﻢ ﺍﻟﺸﻬﺮﻱ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺌﻮﻳﺔ )‪(%‬‬ ‫ﺍﻟﺘﻜﺮﺍﺭﺍﺕ‬ ‫ﺍﻟﺪﺧﻞ ﺍﻟﺸﻬﺮﻱ‬
‫‪7.14‬‬ ‫‪2‬‬ ‫ﺃﻗﻞ ﻣﻦ ‪ 15000‬ﺩﺝ‬
‫‪14.29‬‬ ‫‪4‬‬ ‫‪30000-15000‬ﺩﺝ‬
‫‪28.57‬‬ ‫‪8‬‬ ‫‪45000-30000‬ﺩﺝ‬
‫‪50‬‬ ‫‪14‬‬ ‫ﺃﻛﺜﺮ ﻣﻦ ‪45000‬ﺩﺝ‬
‫‪100‬‬ ‫‪28‬‬ ‫ﺍ‪‬ﻤﻮﻉ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺃﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(06‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﻜﺎﻥ ﺍﻹﻗﺎﻣﺔ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺌﻮﻳﺔ )‪(%‬‬ ‫ﺍﻟﺘﻜﺮﺍﺭﺍﺕ‬ ‫ﻣﻜﺎﻥ ﺍﻹﻗﺎﻣﺔ‬
‫‪32.14‬‬ ‫‪9‬‬ ‫ﺩﺍﺧﻞ ﻭﻻﻳﺔ ﺑﺎﺗﻨﺔ‬
‫‪60.72‬‬ ‫‪17‬‬ ‫ﺍﳉﺰﺍﺋﺮ‬
‫‪7.14‬‬ ‫‪2‬‬ ‫ﺑﻠﺪ ﻋﺮﰊ‬
‫‪0‬‬ ‫‪-‬‬ ‫ﺑﻠﺪ ﺃﺟﻨﱯ‬
‫‪100‬‬ ‫‪28‬‬ ‫ﺍ‪‬ﻤﻮﻉ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺃﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ :(07‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻭﻇﺎﺋﻔﻬﻢ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺌﻮﻳﺔ )‪(%‬‬ ‫ﺍﻟﺘﻜﺮﺍﺭﺍﺕ‬ ‫ﺍﻟﻮﻇﻴﻔﺔ‬
‫‪7.14‬‬ ‫‪2‬‬ ‫ﺑﻄﺎﻝ‬
‫‪53.57‬‬ ‫‪15‬‬ ‫ﻣﻮﻇﻒ‬
‫‪25‬‬ ‫‪7‬‬ ‫ﺃﻋﻤﺎﻝ ﺣﺮﺓ‬
‫‪3.57‬‬ ‫‪1‬‬ ‫ﻃﺎﻟﺐ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫‪10.72‬‬ ‫‪3‬‬ ‫ﻣﺘﻘﺎﻋﺪ‬
‫‪100‬‬ ‫‪28‬‬ ‫ﺍ‪‬ﻤﻮﻉ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺃﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ :(08‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺍﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﺳﺒﺐ ﺇﻗﺎﻣﺘﻬﻢ ﺑﺎﻟﻔﻨﺪﻕ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺌﻮﻳﺔ )‪(%‬‬ ‫ﺍﻟﺘﻜﺮﺍﺭﺍﺕ‬ ‫ﺳﺒﺐ ﺍﻹﻗﺎﻣﺔ ﰲ ﺍﻟﻔﻨﺪﻕ‬
‫‪25.00‬‬ ‫‪7‬‬ ‫ﻟﻠﺴﻴﺎﺣﺔ‬
‫‪60.7‬‬ ‫‪17‬‬ ‫ﻟﻠﻌﻤﻞ‬
‫‪14.3‬‬ ‫‪4‬‬ ‫ﺃﺳﺒﺎﺏ ﺃﺧﺮﻯ‬
‫‪100‬‬ ‫‪28‬‬ ‫ﺍ‪‬ﻤﻮﻉ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺃﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ :(09‬ﺗﻮﺯﻳﻊ ﺃﻓﺮﺩ ﻋﻴﻨﺔ ﺍﻟﺪﺭﺍﺳﺔ ﺣﺴﺐ ﻣﺪﺓ ﺇﻗﺎﻣﺘﻬﻢ ﰲ ﺍﻟﻔﻨﺪﻕ‬
‫ﺍﻟﻨﺴﺒﺔ ﺍﳌﺌﻮﻳﺔ )‪(%‬‬ ‫ﺍﻟﺘﻜﺮﺍﺭﺍﺕ‬ ‫ﻣﺪﺓ ﺍﻟﻘﺎﻣﺔ‬
‫‪39.29‬‬ ‫‪11‬‬ ‫ﻳﻮﻡ‬
‫‪53.57‬‬ ‫‪15‬‬ ‫‪ 4-2‬ﺃﻳﺎﻡ‬
‫‪3.57‬‬ ‫‪01‬‬ ‫‪ 6-4‬ﺃﻳﺎﻡ‬
‫‪3.57‬‬ ‫‪01‬‬ ‫ﺃﻛﺜﺮ ﻣﻦ ‪ 6‬ﺃﻳﺎﻡ‬
‫‪100‬‬ ‫‪28‬‬ ‫ﺍ‪‬ﻤﻮﻉ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺃﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ :(10‬ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﻧﺎﺣﻴﺔ ﻣﻌﻴﺎﺭ ﺍﳌﻠﻤﻮﺳﻴﺔ‬
‫ﺩﺭﺟﺔ‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﻻﳓﺮﺍﻑ‬ ‫ﺍﻟﺘﻜﺮﺍﺭ‬ ‫ﺍﻟﻌﺒﺎﺭﺓ‬ ‫ﺍﻟﺮ‬
‫ﺍﳌﻮﺍﻓﻘﺔ‬ ‫ﺍﳌﻌﻴﺎﺭﻱ‬ ‫ﺍﳊﺴﺎ‬ ‫ﻣﻮﺍ‬ ‫ﻣﻮﺍ‬ ‫ﳏﺎﻳ‬ ‫ﻏﲑ‬ ‫ﻏﲑ‬ ‫ﻗﻢ‬
‫ﰊ‬ ‫ﻓﻖ‬ ‫ﻓﻖ‬ ‫ﺩ‬ ‫ﻣﻮﺍﻓﻖ‬ ‫ﻣﻮﺍ‬
‫ﺟﺪﺍ‬ ‫ﻓﻖ‬
‫ﺑﺸﺪ‬
‫ﺓ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.576‬‬ ‫‪3.96‬‬ ‫‪-‬‬ ‫‪1‬‬ ‫‪1‬‬ ‫‪23‬‬ ‫‪3‬‬ ‫ﺍﳌﻈﻬﺮ ﺍﳋﺎﺭﺟﻲ ﻟﻠﻔﻨﺪﻕ ﻳﺘﻤﻴﺰ ﺑﺎﳊﺪﺍﺛﺔ‬ ‫‪1‬‬
‫ﻭﺍﳉﺎﺫﺑﻴﺔ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.897‬‬ ‫‪3.71‬‬ ‫‪-‬‬ ‫‪5‬‬ ‫‪1‬‬ ‫‪22‬‬ ‫‪-‬‬ ‫ﺗﻮﻓﺮ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﺗﺼﻤﻴﻢ ﺩﺍﺧﻠﻲ ﻣﻨﻈﻢ‬ ‫‪2‬‬
‫ﻳﺴﻬﻞ ﺍﻻﺗﺼﺎﻝ ﻣﻊ ﻣﻘﺪﻣﻲ ﺍﳋﺪﻣﺔ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.499‬‬ ‫‪4.79‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪1‬‬ ‫‪4‬‬ ‫‪23‬‬ ‫ﺗﻮﻓﺮ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﻏﺮﻑ ﻣﺮﳛﺔ‪ ،‬ﻧﻈﻴﻔﺔ‪،‬‬ ‫‪3‬‬
‫ﻣﻜﻴﻔﺔ‪ ،‬ﻣﻔﺮﻭﺷﺎﺕ ﳑﻴﺰﺓ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.897‬‬ ‫‪4.71‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪2‬‬ ‫‪-‬‬ ‫‪26‬‬ ‫ﻳﺴﺘﺨﺪﻡ ﺍﻟﻔﻨﺪﻕ ﺍﻟﺘﻜﻨﻮﻟﻮﺟﻴﺎ ﺍﳊﺪﻳﺜﺔ ﰲ‬ ‫‪4‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ)ﺍﻟﺪﻓﻊ ﺍﻻﻟﻜﺘﺮﻭﱐ‪ ،‬ﺍﳊﺠﺰ ﻋﱪ‬
‫ﺍﻻﻧﺘﺮﻧﺖ‪(...‬‬
‫ﺿﻌﻴﻔﺔ‬ ‫‪0.568‬‬ ‫‪1.79‬‬ ‫‪9‬‬ ‫‪18‬‬ ‫‪1‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫ﳛﺘﻮﻱ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﻣﺮﺍﻓﻖ ﻣﻼﺋﻤﺔ‬ ‫‪5‬‬
‫ﻭﺟﺬﺍﺑﺔ)ﺣﺪﻳﻘﺔ‪ ،‬ﺣﻮﺽ ﺳﺒﺎﺣﺔ‪(...‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.713‬‬ ‫‪4.71‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪2‬‬ ‫‪3‬‬ ‫‪23‬‬ ‫ﻳﻌﺘﲏ ﺍﻟﻌﺎﻣﻠﻮﻥ ﲟﻈﻬﺮﻫﻢ ﺍﳋﺎﺭﺟﻲ‬ ‫‪6‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.731‬‬ ‫‪4.64‬‬ ‫‪-‬‬ ‫‪1‬‬ ‫‪1‬‬ ‫‪6‬‬ ‫‪20‬‬ ‫ﺗﺘﻤﻴﺰ ﺍﳌﺆﻛﻮﻻﺕ ﺑﺎﳉﻮﺩﺓ ﺍﻟﻌﺎﻟﻴﺔ‬ ‫‪7‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪1.138‬‬ ‫‪4.46‬‬ ‫‪1‬‬ ‫‪3‬‬ ‫‪1‬‬ ‫‪1‬‬ ‫‪22‬‬ ‫ﳝﺘﺎﺯ ﻣﺪﺧﻞ ﺍﻟﻔﻨﺪﻕ ﺑﺎﳉﺎﺫﺑﻴﺔ‬ ‫‪8‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.474‬‬ ‫‪4.09‬‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﻭﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬
‫‪8‬‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺍﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ :(11‬ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﺧﻼﻝ ﻣﻌﻴﺎﺭ ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‬
‫ﺩﺭﺟﺔ‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﻻﳓﺮﺍﻑ‬ ‫ﺍﻟﺘﻜﺮﺍﺭ‬ ‫ﺍﻟﺮ‬
‫ﺍﳌﻮﺍﻓﻘﺔ‬ ‫ﺍﳌﻌﻴﺎﺭﻱ‬ ‫ﺍﳊﺴﺎ‬ ‫ﻗﻢ‬
‫ﰊ‬ ‫ﻣﻮﺍ‬ ‫ﻣﻮﺍ‬ ‫ﳏﺎﻳ‬ ‫ﻏﲑ‬ ‫ﻏﲑ‬ ‫ﺍﻟﻌﺒﺎﺭﺓ‬
‫ﻓﻖ‬ ‫ﻓﻖ‬ ‫ﺩ‬ ‫ﻣﻮﺍﻓﻖ‬ ‫ﻣﻮﺍ‬
‫ﺟﺪﺍ‬ ‫ﻓﻖ‬
‫ﺑﺸﺪ‬
‫ﺓ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.518‬‬ ‫‪4.75‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪1‬‬ ‫‪4‬‬ ‫ﺍﳊﺮﺹ ﻋﻠﻰ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺑﺎﻟﺸﻜﻞ ‪23‬‬ ‫‪1‬‬
‫ﺍﳉﻴﺪ ﺩﺍﺋﻤﺎ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.448‬‬ ‫‪4.86‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪2‬‬ ‫‪1‬‬ ‫‪25‬‬ ‫ﳛﺮﺹ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﺗﻮﻇﻴﻒ ﻋﺎﻣﻠﲔ ﺫﻭﻱ‬ ‫‪2‬‬
‫ﺍﳌﻬﺎﺭﺓ ﺍﻟﻌﺎﻟﻴﺔ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.731‬‬ ‫‪4.64‬‬ ‫‪-‬‬ ‫‪1‬‬ ‫‪1‬‬ ‫‪5‬‬ ‫‪21‬‬ ‫ﻋﺪﻡ ﺣﺪﻭﺙ ﺃﺧﻄﺎﺀ ﰲ ﺗﻘﺪﱘ ﺍﳋﺪﻣﺔ‬ ‫‪3‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.962‬‬ ‫‪4.50‬‬ ‫‪-‬‬ ‫‪1‬‬ ‫‪-‬‬ ‫‪25‬‬ ‫‪1‬‬ ‫ﳛﺮﺹ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﺗﻮﻓﲑ ﺍﻟﻌﺪﻳﺪ ﻣﻦ‬ ‫‪4‬‬
‫ﺍﳋﺪﻣﺎﺕ ﺍﳌﻼﺋﻤﺔ)ﺍﻟﻨﻘﻞ‪ ،‬ﺍﳊﺠﺰ‪(...،‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.416‬‬ ‫‪3.89‬‬ ‫‪-‬‬ ‫‪1‬‬ ‫‪1‬‬ ‫‪26‬‬ ‫‪-‬‬ ‫ﳛﺮﺹ ﺍﻟﻔﻨﺪﻕ ﻋﻠﻰ ﺇﻋﻼﻡ ﺯﺑﺎﺋﻨﻪ ﲞﺪﻣﺎﺗﻪ‬ ‫‪5‬‬
‫ﺍﳉﺪﻳﺪﺓ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.615‬‬ ‫‪4.52‬‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﻭﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬
‫‪8‬‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺍﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(12‬ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﺧﻼﻝ ﻣﻌﻴﺎﺭ ﺍﻻﺳﺘﺠﺎﺑﺔ‬
‫ﺩﺭﺟﺔ‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﻻﳓﺮﺍﻑ‬ ‫ﺍﻟﺘﻜﺮﺍﺭ‬ ‫ﺍﻟﺮ‬
‫ﻗﻢ‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺍﳌﻮﺍﻓﻘﺔ‬ ‫ﻏﲑ ﻏﲑ ﳏﺎﻳ ﻣﻮﺍ ﻣﻮﺍ ﺍﳊﺴﺎ ﺍﳌﻌﻴﺎﺭﻱ‬ ‫ﺍﻟﻌﺒﺎﺭﺓ‬
‫ﰊ‬ ‫ﻓﻖ‬ ‫ﻓﻖ‬ ‫ﺩ‬ ‫ﻣﻮﺍﻓﻖ‬ ‫ﻣﻮﺍ‬
‫ﺟﺪﺍ‬ ‫ﻓﻖ‬
‫ﺑﺸﺪ‬
‫ﺓ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.418‬‬ ‫‪4.79‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪6‬‬ ‫‪22‬‬ ‫ﺍﺳﺘﻌﺪﺍﺩ ﺍﻟﻌﺎﻣﻠﲔ ﰲ ﺍﻟﻔﻨﺪﻕ ﻟﻠﻤﺴﺎﻋﺪﺓ‪،‬‬ ‫‪1‬‬
‫ﻭﺍﺳﺘﺠﺎﺑﺔ ﻃﻠﺒﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪1.044‬‬ ‫‪4.14‬‬ ‫‪-‬‬ ‫‪1‬‬ ‫‪7‬‬ ‫‪4‬‬ ‫‪16‬‬ ‫ﺳﺮﻋﺔ ﺍﻟﺮﺩ ﻋﻠﻰ ﺷﻜﺎﻭﻱ ﻭﺍﺳﺘﻔﺴﺎﺭﺍﺕ‬ ‫‪2‬‬
‫ﺍﻟﺰﺑﺎﺋﻦ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.881‬‬ ‫‪3.96‬‬ ‫‪-‬‬ ‫‪2‬‬ ‫‪4‬‬ ‫‪15‬‬ ‫‪7‬‬ ‫ﻳﻐﻄﻲ ﺍﻟﻔﻨﺪﻕ ﺍﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ ﻋﻠﻰ ﻣﺪﺍﺭ‬ ‫‪3‬‬
‫ﺍﻟﺴﺎﻋﺔ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪1.069‬‬ ‫‪3.57‬‬ ‫‪1‬‬ ‫‪5‬‬ ‫‪-‬‬ ‫‪20‬‬ ‫‪2‬‬ ‫ﲦﻦ ﺍﳋﺪﻣﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻨﺎﺳﺐ‬ ‫‪4‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.999‬‬ ‫‪3.96‬‬ ‫‪-‬‬ ‫‪3‬‬ ‫‪-‬‬ ‫‪25‬‬ ‫‪-‬‬ ‫ﻓﺘﺮﺓ ﺍﻧﺘﻈﺎﺭ ﺍﳊﺼﻮﻝ ﻋﻠﻰ ﺍﳋﺪﻣﺔ ﻗﺼﲑ‬ ‫‪5‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.882‬‬ ‫‪4.08‬‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﻭﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬
‫‪5‬‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺍﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(13‬ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﺧﻼﻝ ﻣﻌﻴﺎﺭ ﺍﻷﻣﺎﻥ‬
‫ﺩﺭﺟﺔ‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﻻﳓﺮﺍﻑ‬ ‫ﺍﻟﺘﻜﺮﺍﺭ‬ ‫ﺍﻟﺮ‬
‫ﺍﳌﻮﺍﻓﻘﺔ‬ ‫ﺍﳌﻌﻴﺎﺭﻱ‬ ‫ﺍﳊﺴﺎ‬ ‫ﻗﻢ‬
‫ﰊ‬ ‫ﻣﻮﺍ‬ ‫ﻣﻮﺍ‬ ‫ﳏﺎﻳ‬ ‫ﻏﲑ‬ ‫ﻏﲑ‬ ‫ﺍﻟﻌﺒﺎﺭﺓ‬
‫ﻓﻖ‬ ‫ﻓﻖ‬ ‫ﺩ‬ ‫ﻣﻮﺍﻓﻖ‬ ‫ﻣﻮﺍ‬
‫ﺟﺪﺍ‬ ‫ﻓﻖ‬
‫ﺑﺸﺪ‬
‫ﺓ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.460‬‬ ‫‪4.71‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪20‬‬ ‫‪8‬‬ ‫ﺍﻟﺸﻌﻮﺭ ﺑﺎﻷﻣﺎﻥ ﰲ ﺍﻟﻐﺮﻓﺔ‬ ‫‪1‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.678‬‬ ‫‪4.36‬‬ ‫‪-‬‬ ‫‪3‬‬ ‫‪7‬‬ ‫‪11‬‬ ‫‪7‬‬ ‫ﻳﻈﻬﺮ ﺍﻟﻌﺎﻣﻠﻮﻥ ﺑﺎﻟﻔﻨﺪﻕ ﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﺼﺎﺩﻕ‬ ‫‪2‬‬
‫ﻭﺍﻟﻨﺼﺢ ﳊﻞ ﻣﺸﺎﻛﻞ ﺍﻟﺰﺑﺎﺋﻦ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.418‬‬ ‫‪4.79‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪3‬‬ ‫‪25‬‬ ‫ﺗﺘﻌﺎﻣﻞ ﺇﺩﺍﺭﺓ ﺍﻟﻔﻨﺪﻕ ﻣﻊ ﻣﻌﻠﻮﻣﺎﺕ ﺍﻟﺰﺑﺎﺋﻦ‬ ‫‪3‬‬
‫ﺑﺴﺮﻳﺔ ﺗﺎﻣﺔ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪1.197‬‬ ‫‪4.21‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪4‬‬ ‫‪4‬‬ ‫‪20‬‬ ‫ﺳﻼﻣﺔ ﺍﻷﻏﺮﺍﺽ ﻭﻋﺪﻡ ﻓﻘﺪﺍ‪‬ﺎ ﻋﻨﺪ ﺗﺮﻛﻬﺎ‬ ‫‪4‬‬
‫ﰲ ﺍﻟﻐﺮﻓﺔ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.688‬‬ ‫‪4.51‬‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﻭﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬
‫‪8‬‬
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‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺍﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ)‪ :(14‬ﺗﻘﻴﻴﻢ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﺍﳌﻘﺪﻣﺔ ﻣﻦ ﺧﻼﻝ ﻣﻌﻴﺎﺭ ﺍﻟﺘﻌﺎﻃﻒ‬
‫ﺩﺭﺟﺔ‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﻻﳓﺮﺍﻑ‬ ‫ﺍﻟﺘﻜﺮﺍﺭ‬ ‫ﺍﻟﻌﺒﺎﺭﺓ‬ ‫ﺍﻟﺮ‬
‫ﺍﳌﻮﺍﻓﻘﺔ‬ ‫ﺍﳌﻌﻴﺎﺭﻱ‬ ‫ﺍﳊﺴﺎ‬ ‫ﻗﻢ‬
‫ﰊ‬ ‫ﻣﻮﺍ‬ ‫ﻣﻮﺍ‬ ‫ﳏﺎﻳ‬ ‫ﻏﲑ‬ ‫ﻏﲑ‬
‫ﻓﻖ‬ ‫ﻓﻖ‬ ‫ﺩ‬ ‫ﻣﻮﺍﻓﻖ‬ ‫ﻣﻮﺍ‬
‫ﺟﺪﺍ‬ ‫ﻓﻖ‬
‫ﺑﺸﺪ‬
‫ﺓ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.460‬‬ ‫‪4.71‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪-‬‬ ‫‪7‬‬ ‫‪21‬‬ ‫ﺍﻻﺑﺘﺴﺎﻣﺔ ﻭﺍﻟﺒﺸﺎﺷﺔ ﺍﻟﺪﺍﺋﻤﺔ ﻟﻠﻌﺎﻣﻠﲔ‪،‬‬ ‫‪1‬‬
‫ﺧﺎﺻﺔ ﻣﻮﻇﻒ ﺍﻻﺳﺘﻘﺒﺎﻝ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪1.315‬‬ ‫‪4.02‬‬ ‫‪-‬‬ ‫‪6‬‬ ‫‪-‬‬ ‫‪2‬‬ ‫‪20‬‬ ‫ﳏﺎﺩﺛﺔ ﺍﻟﺰﺑﺎﺋﻦ ﺑﺎﻟﻠﻐﺔ ﺍﻟﱵ ﻳﻔﻬﻤﻮ‪‬ﺎ‬ ‫‪2‬‬
‫‪1‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.956‬‬ ‫‪4.39‬‬ ‫‪-‬‬ ‫‪3‬‬ ‫‪6‬‬ ‫‪7‬‬ ‫‪12‬‬ ‫ﺍﻟﻠﺒﺎﻗﺔ ﻭﺣﺴﻦ ﻣﻌﺎﻣﻠﺔ ﺍﻟﺰﺑﻮﻥ ﻭﺍﺣﺘﺮﺍﻣﻪ‬ ‫‪3‬‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.303‬‬ ‫‪4.44‬‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ ﻭﺍﻻﳓﺮﺍﻑ ﺍﳌﻌﻴﺎﺭﻱ ﺍﻟﻌﺎﻡ‬
‫‪0‬‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺍﻋﺪ ﺍﳉﺪﻭﻝ ﺑﺎﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ :(15‬ﺗﻮﺯﻳﻊ ﺇﺟﺎﺑﺎﺕ ﺃﻓﺮﺍﺩ ﺍﻟﻌﻴﻨﺔ ﺗﺒﻌﺎ ﻟﺪﺭﺟﺔ ﺭﺿﺎﻫﻢ ﻋﻦ ﺍﳉﻮﺩﺓ ﺍﻟﻜﻠﻴﺔ ﻟﻠﺨﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‬
‫ﺩﺭﺟﺔ‬ ‫ﺍﻻﳓﺮﺍﻑ‬ ‫ﺍﳌﺘﻮﺳﻂ‬ ‫ﺍ‪‬ﻤﻮﻉ‬ ‫ﻛﺒﲑﺓ‬ ‫ﻛﺒﲑﺓ‬ ‫ﻣﺘﻮﺳﻄﺔ‬ ‫ﻣﻨﺨﻔﻀﺔ‬ ‫ﻣﻨﺨﻔﻀﺔ‬
‫ﺍﻟﺮﺿﺎ‬ ‫ﺍﳌﻌﻴﺎﺭﻱ‬ ‫ﺍﳊﺴﺎﰊ‬ ‫ﺟﺪﺍ‬ ‫ﺟﺪﺍ‬ ‫ﺍﻟﺘﻜﺮﺍﺭﺍﺕ‬
‫ﻋﺎﻟﻴﺔ‬ ‫‪0.959‬‬ ‫‪4.43‬‬ ‫‪28‬‬ ‫‪19‬‬ ‫‪4‬‬ ‫‪3‬‬ ‫‪2‬‬ ‫‪-‬‬
‫‪%100 %67.9 %14.3 %10.7‬‬ ‫‪%7.1‬‬ ‫‪-‬‬ ‫ﺍﻟﻨﺴﺐ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﰎ ﺇﻋﺪﺍﺩﻩ ﺍﻋﺘﻤﺎﺩﺍ ﻋﻠﻰ ﻧﺘﺎﺋﺞ ﺍﻻﺳﺘﺒﻴﺎﻥ‪.‬‬
‫ﺍﳌﻠﺤﻖ ﺭﻗﻢ )‪ :(16‬ﺗﻘﻴﻴﻢ ﺍﻷﻓﺮﺍﺩ ﳌﻌﺎﻳﲑ ﺗﻘﻴﻴﻢ ﺍﳉﻮﺩﺓ‬
‫ﺗﻘﻴﻴﻢ ﺍﳌﺆﺷﺮ‬ ‫ﺩﺭﺟﺔ ﺍﳌﻮﺍﻓﻘﺔ‬ ‫ﺍﳌﺘﻮﺳﻂ ﺍﳊﺴﺎﰊ‬ ‫ﺍﳌﻌﻴﺎﺭ‬
‫ﺍﳚﺎﰊ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫‪4.098‬‬ ‫ﺍﳌﻠﻤﻮﺳﻴﺔ‬
‫ﺍﳚﺎﰊ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫‪4.528‬‬ ‫ﺍﻻﻋﺘﻤﺎﺩﻳﺔ‬
‫ﺍﳚﺎﰊ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫‪4.085‬‬ ‫ﺍﻻﺳﺘﺠﺎﺑﺔ‬
‫ﺍﳚﺎﰊ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫‪4.518‬‬ ‫ﺍﻷﻣﺎﻥ‬
‫ﺍﳚﺎﰊ‬ ‫ﻋﺎﻟﻴﺔ‬ ‫‪4.440‬‬ ‫ﺍﻟﺘﻌﺎﻃﻒ‬
‫ﺍﳌﺼﺪﺭ‪ :‬ﺍﻋﺪ ﺍﻋﺘﻤﺎﺩﺍ ﻋﻠﻰ ﺍﳌﻼﺣﻖ )‪.(14 ،13 ،12 ،11 ،10‬‬
‫ﺍﳍﻮﺍﻣﺶ ﻭﺍﳌﺮﺍﺟﻊ‪:‬‬
‫‪247‬‬
‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬

‫‪ 1‬ﻓﺮﻳﺪ ﻛﻮﺭﺗﻞ‪ ،‬ﺗﺴﻮﻳﻖ ﺍﳋﺪﻣﺎﺕ‪ ،‬ﺩﺍﺭ ﻛﻨﻮﺯ ﺍﳌﻌﺮﻓﺔ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﺳﻜﻴﻜﺪﺓ‪ ، 2009 ،‬ﺹ ‪.210‬‬
‫‪2‬ﺧﺎﻟﺪ ﻣﻘﺎﺑﻠﺔ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﻔﻨﺪﻗﻲ‪ ،‬ﺩﺍﺭ ﺯﻫﺮﺍﻥ‪ ،‬ﻋﻤﺎﻥ‪ ،1998 ،‬ﺹ ‪.102‬‬
‫‪ 3‬ﻓﺮﻳﺪ ﻛﻮﺭﺗﻞ‪ ،‬ﻣﺮﺟﻊ ﺳﺎﺑﻖ‪ ،‬ﺹ ‪.256‬‬
‫‪ 4‬ﺃﲪﺪ ﳏﻤﺪ ﺍﳌﺼﺮﻱ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻟﻔﻨﺎﺩﻕ‪ ،‬ﻣﺆﺳﺴﺔ ﺷﺒﺎﺏ ﺍﳉﺎﻣﻌﺔ‪ ،‬ﺍﻹﺳﻜﻨﺪﺭﻳﺔ‪ ،1998 ،‬ﺹ ‪.29‬‬
‫‪ 5‬ﲪﻴﺪ ﺍﻟﻄﺎﺋﻲ‪ ،‬ﺇﺩﺍﺭﺓ ﺍﻟﻀﻴﺎﻓﺔ‪ ،‬ﻣﺆﺳﺴﺔ ﺍﻟﻮﺭﺍﻕ ﻟﻠﻨﺸﺮ ﻭﺍﻟﺘﻮﺯﻳﻊ‪ ،‬ﻋﻤﺎﻥ‪ ،2000 ،‬ﺹ ‪.54‬‬
‫‪ 6‬ﻧﻔﺲ ﺍﳌﺮﺟﻊ‪.‬‬
‫‪7‬‬
‫ﳏﻤﻮﺩ ﻋﻠﻲ ﺍﻟﺮﻭﺳﺎﻥ‪ ،‬ﺍﻟﻌﻮﺍﻣﻞ ﺍﳌﺆﺛﺮﺓ ﰲ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﺍﳌﻠﺘﻘﻰ ﺍﻟﺪﻭﱄ ﺍﻟﺜﺎﻟﺚ ﺣﻮﻝ ﺍﳉﻮﺩﺓ ﻭﺍﻟﺘﻤﻴﺰ ﰲ ﻣﻨﻈﻤﺎﺕ‬
‫ﺍﻷﻋﻤﺎﻝ‪ ،‬ﺟﺎﻣﻌﺔ ﺳﻜﻴﻜﺪﺓ‪ 7-8 ،‬ﻣﺎﻱ ‪.2007‬‬
‫‪ 8‬ﺍﻟﻌﺎﻳﺐ ﺃﺣﺴﻦ‪ ،‬ﺩﻭﺭ ﺍﻟﺘﺮﻭﻳﺞ ﰲ ﺗﺴﻮﻳﻖ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﻣﺬﻛﺮﺓ ﻣﺎﺟﺴﺘﲑ ﰲ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﺟﺎﻣﻌﺔ ﺳﻜﻴﻜﺪﺓ‪،2009-2008 ،‬‬
‫ﺹ ‪.5‬‬
‫‪9‬‬
‫ﺻﱪﻱ ﻋﺒﺪ ﺍﻟﺴﻤﻴﻊ‪ ،‬ﺍﻟﺘﺴﻮﻳﻖ ﺍﻟﺴﻴﺎﺣﻲ ﻭﺍﻟﻔﻨﺪﻗﻲ‪ :‬ﺃﺳﺲ ﻋﻠﻤﻴﺔ ﻭﲡﺎﺭﺏ ﻋﺮﺑﻴﺔ‪ ،‬ﺍﳌﻨﻈﻤﺔ ﺍﻟﻌﺮﺑﻴﺔ ﻟﻠﺘﻨﻤﻴﺔ ﺍﻹﺩﺍﺭﻳﺔ‪ ،‬ﲝﻮﺙ‬
‫ﻭﺩﺭﺍﺳﺎﺕ‪ ،2006 ،‬ﺹ ‪.284‬‬
‫‪10‬‬ ‫‪D. Michel et autres, Marketing Industriel : Stratégie et Mise en Oeuvre, Economica,‬‬
‫‪2ème‬‬ ‫‪édition, Paris, 2000, P 373.‬‬
‫‪11 D. PETTIGREW et autres, Le Marketing, MC Graw- Hill, Québec, Canada, 2003, P‬‬

‫‪385.‬‬
‫‪12‬ﺣﺴﻦ ﻋﻠﻲ ﺍﻟﺰﻏﱯ‪ ،‬ﻧﻈﻢ ﺍﳌﻌﻠﻮﻣﺎﺕ ﻭﺃﺛﺮﻫﺎ ﰲ ﲢﺪﻳﺪ ﺍﳋﻴﺎﺭ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻲ ﻟﻠﻤﻨﻈﻤﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ‪ ،‬ﺍﳌﻠﺘﻘﻰ ﺍﻟﺪﻭﱄ ﺣﻮﻝ ﺻﻨﺎﻋﺔ‬
‫ﺍﻟﺴﻴﺎﺣﺔ ﰲ ﺍﻟﻮﻃﻦ ﺍﻟﻌﺮﰊ ﻣﻦ ﻣﻨﻈﻮﺭ ﺍﺳﺘﺮﺍﺗﻴﺠﻲ ﻭﺇﺩﺍﺭﻱ ﻭﺗﻨﻤﻮﻱ‪ ،‬ﺗﻮﻧﺲ‪ ،‬ﺃﻳﺎﻡ ‪ 6-2‬ﻳﻮﻟﻴﻮ‪ ، 2006 ،‬ﺹ ‪.132‬‬
‫‪13‬‬ ‫‪Krajewski , leej et larry, Operation Management, Ritzman, 2000, p 88‬‬
‫‪ 14‬ﻓﺮﻳﺪ ﻛﻮﺭﺗﻞ‪ ،‬ﻣﺮﺟﻊ ﺳﺎﺑﻖ‪ ،‬ﺹ ‪.256‬‬
‫‪ 15‬ﺑﺘﺼﺮﻑ ﻣﻦ ﳏﻤﺪ ﻋﺒﺎﺱ ﺩﻳﻮﺏ‪ ،‬ﻫﻨﺎﺩﻱ ﻋﻄﻴﺔ‪ ،‬ﺇﺩﺍﺭﺓ ﺗﺴﻮﻳﻖ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻄﺒﻴﺔ ﺑﺎﻟﺘﻄﺒﻴﻖ ﻋﻠﻰ ﻣﺸﻔﻰ ﺍﻷﺳﺪ ﺍﳉﺎﻣﻌﻲ ﺑﺎﻟﻼﺫﻗﻴﺔ‬
‫ﻭﻣﺸﻔﻰ ﺍﻟﺒﺎﺳﻞ ﺑﻄﺮﻃﻮﺱ‪ ،‬ﳎﻠﺔ ﺟﺎﻣﻌﺔ ﺗﺸﺮﻳﻦ ﻟﻠﺪﺭﺍﺳﺎﺕ ﻭﺍﻟﺒﺤﻮﺙ ﺍﻟﻌﻠﻤﻴﺔ‪ ،‬ﺍ‪‬ﻠﺪ ﺍﻟﺴﺎﺑﻊ ﻭﺍﻟﻌﺸﺮﻭﻥ‪ ،‬ﺍﻟﻌﺪﺩ ﺍﻟﺜﺎﱐ‪ ،‬ﺳﻮﺭﻳﺎ‪،‬‬
‫‪ ،2005‬ﺹ ﺹ ‪.125 -124‬‬
‫‪16‬‬
‫ﺑﺘﺼﺮﻑ ﻣﻦ ﻋﺒﺪ ﺍﻟﻌﺰﻳﺰ ﺑﻦ ﺣﺒﻴﺐ ﺍﷲ ﻧﻴﺎﺯ‪ ،‬ﺟﻮﺩﺓ ﺍﻟﺮﻋﺎﻳﺔ ﺍﻟﺼﺤﻴﺔ‪ :‬ﺍﻷﺳﺲ ﺍﻟﻨﻈﺮﻳﺔ ﻭﺍﻟﺘﻄﺒﻴﻖ ﺍﻟﻌﻤﻠﻲ‪ ،‬ﻭﺯﺍﺭﺓ ﺍﻟﺼﺤﺔ‪،‬‬
‫ﺍﻟﺮﻳﺎﺽ‪ ،2005 ،‬ﺹ ‪.39‬‬
‫‪ 17‬ﺑﺘﺼﺮﻑ ﻣﻦ ﺣﻨﺎﻥ ﺍﻷﲪﺪﻱ‪ ،‬ﲢﺴﲔ ﺍﳉﻮﺩﺓ ‪ :‬ﺍﳌﻔﻬﻮﻡ ﻭﺍﻟﺘﻄﺒﻴﻖ ﰲ ﺍﳌﻨﻈﻤﺎﺕ ﺍﻟﺼﺤﻴﺔ‪ ،‬ﺩﻭﺭﻳﺔ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌـﺎﻣﺔ‪ ،‬ﻣﺮﻛﺰ ﺍﻟﺒﺤﻮﺙ‬
‫ﲟﻌﻬﺪ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻌﺎﻣﺔ‪ ،‬ﺍ‪‬ﻠﺪ ﺍﻷﺭﺑﻌﻮﻥ‪ ،‬ﺍﻟﻌﺪﺩ ﺍﻟﺜﺎﱐ‪ ،‬ﺍﻟﺮﻳـﺎﺽ‪ ،‬ﺃﻛﺘﻮﺑﺮ ‪ ،2000‬ﺹ ‪.117‬‬
‫‪18‬‬ ‫‪Jean- Jacques Daudin et Charles Tapiero, Les Outils et le Contrôle de la Qualité,‬‬
‫‪Economica, Paris, 1996, P 9.‬‬
‫‪19 Zeithaml.V.A, Bitner, M.J, Service Marketing : integrating customer focus across the‬‬

‫‪firm, Mc graw Mill ,2000.‬‬

‫‪20 Idem.‬‬
‫‪21 Cronin.J.J and taylor.S.A, Measuring service quality :a re-ex-animation and‬‬

‫‪extension, journal of Marketing, 56(july), 1992, pp 55-68.‬‬

‫‪22 Teas.R.K, Consumer expectations and the measurement of perceived service‬‬

‫‪quality, journal of professional serirce Marketing,8(2) ,1993, pp 33-53.‬‬

‫‪23 Qliver.R.L, Whence consumer loyalty ? journal of Marketing, 63(fall), 1999, pp 33-44.‬‬
‫‪248‬‬
‫ﳎﻠﺔ ﺇﺩﺍﺭﺓ ﺍﻷﻋﻤﺎﻝ ﻭﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻻﻗﺘﺼﺎﺩﻳﺔ‬
‫ﺘﻘﻴﻴﻡ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻔﻨﺩﻗﻴﺔ ﻭﻤﺴﺘﻭﻯ ﺭﻀﺎ ﺍﻟﺯﺒﺎﺌﻥ ﻋﻨﻬﺎ‪ :‬ﺩﺭﺍﺴﺔ ﺤﺎﻟﺔ‬
‫‪24‬‬‫‪Woodside .A.G and others, Linking service quality, customer satisfaction and‬‬
‫‪behaviororal intention, journal of health care marketing, 9(december) ,1989, pp 5-17.‬‬
‫ﺇﺑﺮﺍﻫﻴﻢ ﺑﻈﺎﻇﻮ‪ ،‬ﺗﻘﻴﻴﻢ ﻭﺍﻗﻊ ﺗﻄﺒﻴﻖ ﺇﺩﺍﺭﺓ ﺍﳉﻮﺩﺓ ﰲ ﺍﻟﻔﻨﺎﺩﻕ‪ :‬ﺩﺭﺍﺳﺔ ﻣﻴﺪﺍﻧﻴﺔ ﻋﻠﻰ ﻋﻴﻨﺔ ﻣﻦ ﻓﻨﺎﺩﻕ ﻓﺌﺔ ﲬﺲ ﳒﻮﻡ ﰲ ﺍﻷﺭﺩﻥ‪،‬‬ ‫‪25‬‬

‫ﳎﻠﺔ ﻋﻠﻮﻡ ﺇﻧﺴﺎﻧﻴﺔ‪ ،‬ﺍﻟﺴﻨﺔ ﺍﻟﺴﺎﺑﻌﺔ‪ ،‬ﺍﻟﻌﺪﺩ ‪ ،45‬ﺍﻷﺭﺩﻥ‪ ،‬ﺷﺘﺎﺀ ‪.2010‬‬

‫‪ 26‬ﻓﻬﺪ ﻣﻨﺬﺭ ﻣﺸﻌﻞ‪ ،‬ﺃﺛﺮ ﺟﻮﺩﺓ ﺍﳋﺪﻣﺎﺕ ﺍﻟﻔﻨﺪﻗﻴﺔ ﻋﻠﻰ ﺭﺿﺎ ﺿﻴﻮﻑ ﻓﻨﺎﺩﻕ ﻓﺌﺔ ﺍﳋﻤﺴﺔ ﳒﻮﻡ ﰲ ﻣﺪﻳﻨﺔ ﻋﻤﺎﻥ‪ ،‬ﻣﺬﻛﺮﺓ ﻣﺎﺟﺴﺘﲑ‪،‬‬
‫ﲣﺼﺺ ﺍﻟﺘﺴﻮﻳﻖ‪ ،‬ﻛﻠﻴﺔ ﺍﻟﺪﺭﺍﺳﺎﺕ ﺍﻟﻌﻠﻴﺎ‪ ،‬ﺟﺎﻣﻌﺔ ﺍﻟﺰﺭﻗﺎﺀ‪ ،‬ﺍﻷﺭﺩﻥ‪ ،‬ﺟﻮﺍﻥ‪.2015 ،‬‬