THE BUS TRANSPORTATION SERVICE WEBSITES QUALITY PERCEPTION BY STUDENTS IN GREATER AGADIR: EXPLORATORY STUDY.

In the era of digital applications and the development of road traffic, the need is becoming more and more urgent for public transport service companies to engagein order to improve their relations with their customers-in purely personalized marketing actions by offering website services while constantly monitoring their service quality. This article offers, through an exploratory study, an investigation on the perception of the passengers with regard to the service quality of the bus transport company?s (ALSA)websitein Greater Agadir (Morocco). The results show inadequacies in the design of the site, which negatively impacts the ease of its use. In addition, the quality and quantity of the non-personalized information provided to the users are necessary to choose an optimal trip. This puts into question the interaction capacity of the website in its current design.