Riyad BOUAICI

Abstract

This exploratory study examines two distinct associations at a private medical laboratory in Bordj Bou Arréridj, Algeria : (1) the relationship between perceived services marketing mix elements and overall customer satisfaction, and (2) the relationship between perceptions of short message service (SMS) marketing promoting an advance booking facility and satisfaction with that facility. A descriptive-analytical, cross-sectional design with two independent convenience samples was employed: laboratory social-media followers (n = 67) and registered clients who responded to an SMS-embedded link (n = 61; response rate 20.3%). Data were analysed using descriptive statistics, Cronbach’s alpha, Pearson correlation, and simple linear regression.

The marketing mix showed a large positive association with overall satisfaction (R = 0.72, 95% CI [0.58, 0.82]; R² = 0.517, p < .001). Perceptions of SMS marketing were positively associated with satisfaction with the booking facility (r = 0.546, 95% CI [0.34, 0.70] ; R² = 0.299, p < .001). Mean satisfaction with booking was 2.45 (on a 1–3 scale), yet a descriptive gap emerged between interest in reading messages (M = 2.49) and reported benefit from early booking (M = 1.98).

These findings are interpreted strictly as associations. The cross-sectional design, non-probability sampling, modest sample sizes, three-point response scale, and limited reliability of the second instrument (overall α = 0.637) preclude causal inference and limit generalisability. The study suggests that SMS can serve as a low-cost supportive channel for raising awareness of digital services in small private diagnostic settings, provided that core service quality, message clarity, trust, privacy safeguards, and non-digital alternatives remain central. Results for the SMS–satisfaction link should be regarded as preliminary and exploratory.