إدارة علاقات الزبون كتوجه حديث في التسويق المصرفي : مقاربة نظرية

الملخص EN

Since its inception, the Marketing has gone through many steps and transformations, which led to the emergence of a philosophy and concepts that reflect evolving trends and practices.

Among these trends is relationship marketing, which is innovative creative approach, through a customer relationship management approach interest to build a strong relationship with the customer based on trust, commitment and cooperation.

As a strategic and competitive orientation for banking organisations, this theoretical study determines the dimensions of managing the relationship with the customer, the justifications for their application, and extracting the results of their application, which is to achieve customer satisfaction, loyalty and build a long-term relationship with them.