تأثير أبعاد إدارة علاقات العملاء على الابتكار التسويقي لمتعاملي الهاتف النقال في الجزائر "جيزي، موبليس و أوريدو

الملخص EN

This study aimed to investigate the effect of Customer Relationship Management (CRM) dimensions on marketing innovation of mobile phone operators in Algeria ”Djezzy, Mobilis and Ooredoo”, based on a survey distributed to 180 employees.

The study concludes that the five CRM dimensions; information sharing, customer involvement, long-term partnership, joint problem-solving, technology-based CRM have a positive impact on marketing innovation of mobile phone operators.

Developing substructures of CRM in the field of knowledge, techniques and technology, holding meetings and seminars, inviting important and old customers, solving common problems and collaborating with them, enable their managers to know their customers better and exploit their ideas and feedback to develop new packs of services as well as presenting them in an innovative way.