دور المرونة الاستراتيجية في تفعيل إدارة علاقات العملاء بالشركات الدولية الكويتية : دراسة تطبيقية

الملخص EN

The role of strategic flexibility in activating customer relationship management in Kuwaiti international companies-An applied study The study aimed to examine the role of strategic flexibility in activating customer relationship management in Kuwaiti international companies, and focused on this relationship in terms of strategic flexibility of the organizational structure, strategic marketing flexibility, strategic flexibility to respond to changes in markets, strategic flexibility in developing competitive capabilities as independent variables, customer relationship management Dependent variable.

The results came to demonstrate at the level of significance (α≤0.

05) the presence of a correlation and impact between the strategic flexibility of the organizational structure and customer relationship management in Kuwaiti international companies, as it was clear that there is a correlation and impact between the marketing strategic flexibility and customer relationship management in Kuwaiti international companies, a correlation and influence between Strategic flexibility to respond to changes in the markets and customer relationship management of Kuwaiti international companies, strategic flexibility in developing competitiveness and customer relationship management at a significant level (α≤0.

05).

Among the most important things suggested by the study is the need for Kuwaiti international companies to reconsider the design of their organizational structures to provide a degree of sufficient strategic flexibility in the performance of the structure for its roles and competencies, building a marketing strategy in accordance with controls that achieve flexibility in product characteristics, prices, distribution and promotion, by working to develop their competitive capabilities By developing services and products in a way that exceeds competitors, developing capabilities in customer relationship management by building an effective system for communicating with them, implementing marketing policies based on customer orientation to achieve benefit and added value to them.

Key words: Strategic flexibility of organizational structure - Marketing strategic flexibility - Strategic flexibility to respond to changes in markets - Strategic flexibility in developing competitiveness - Customer relationship management - Kuwaiti international companies.