إدارة العلاقة مع الزبائن كآلية لبناء و لاء الزبائن : دراسة ميدانية لمتعاملي مؤسسة موبيليس

الملخص EN

The study aims to highlight the role of CRM in achieving customer loyalty, as the loyalty of the customer has become a requirement for all institutions in the competitive environment witnessed by most sectors, especially the telecommunications sector.

To achieve this goal, the institutions must update their marketing strategies in their transactions with customers, and constantly adjust them in line with the customer's renewed needs.

To support the theoretical study, we have attached the study to a practical part in which we attempted to highlight the relationship, between the independent variable of CRM, and the dependent variable of customer loyalty.

We used the questionnaire tool for a sample of Mobilis customers in Djelfa Agency, which contains three axes; the first axis is devoted to personal variables.

The second axis is devoted to the independent variable of managing the relationship with the customer represented in dimensions (satisfaction, trust, commitment, interaction and communication), the third axis was the dependent variable represented by the dimensions (emotional or emotional loyalty, cognitive loyalty, loyalty of treatment).

The empirical study concluded that there is a statistically significant effect between CRM and customer loyalty