Evaluation of Websites of Wireless Telecommunications Companies in Algeria Using Z-number TOPSIS

The rapid growth of digital services has made website evaluation a critical tool for assessing competitiveness, particularly in the telecommunications sector. This study evaluates the service websites of Algeria’s three major wireless telecom providers—Djezzy, Mobilis, and Ooredoo—using the Z-number TOPSIS method, which integrates data reliability and uncertainty into decision-making. Five key criteria were analyzed: usability, content quality, design, security, and organization. Results indicate clear performance distinctions among the companies. Djezzy’s website ranked highest, excelling particularly in security and usability, followed by Mobilis and then Ooredoo. Notably, security was identified as the most influential criterion, reflecting user priorities in an era of cyber threats, while organization had the least impact. These findings suggest that while all companies meet basic functional standards, disparities in user trust and interface efficiency significantly differentiate their digital platforms. The study underscores the importance of continuous benchmarking in Algeria’s evolving telecom market. Recommendations include prioritizing security enhancements and adopting best practices from top-performing competitors. By addressing these gaps, companies can better align their digital services with consumer expectations. This research contributes a structured evaluation framework applicable to emerging markets, offering actionable insights for improving website quality and customer satisfaction.