تأثير ممارسات عناصر المزيج التسويقي “4Ss”على جــودة الخدمــة الالكترونيــة (دراسة تطبيقية على شركة مصر للطيران) The Impact of 4Ss Marketing Mix Practices on E-Service Quality (An Empirical Study on Egypt Air)

The Primary objective of this study is to investigate the impact of 4Ss marketing mix on e-service quality in Egypt air through an Empirical Study. This can contribute to improving the quality of e-service provided for the passengers in this sector. The study aims also to identify the managers` attitudes towards the availability level of 4Ss marketing mix and to recognize the level of the quality of e-service. The researcher has used the census method to collect data from the managers, because their total number was only 21. The random restrictive sample includes 384 passengers who used the website of the Egypt Air to book their flights. The dimensions have been measured by the use of 4Ss dimensions (Scope, Site, Synergy, and System) and E-RecS-QUAL scale (Efficiency, System Availability, Fulfillment, Privacy, Responsiveness, Compensation, and Contact). The study found that the dimensions of 4Ss marketing mix is available at a high degree among the administrative managers of Egypt Air, and the quality of E-service is available at a moderate degree. The study also found that the contribution of 4Ss marketing mix to the available E-service quality reaches (78%) and the rest is due to other factors.