تحليل العلاقة بين الثقافة التسويقية و إدارة علاقة الزبون : دراسة حالة شركة كورك للاتصالات

الملخص EN

The research aims to analyze the relationship between marketing culture and customer relationship management (CRM) in Korek Telecom.

The research has been guided by researches and scientific references in marketing culture and customer relationship management studies.

Initial data was collected mediated form questionnaire consisting of three parts, the first one is about personal information of the respondents in the above mentioned company and representing the employees in department of marketing and other departments related marketing activity, while the second part concerning the dimensions of marketing culture as an independent variable, and the third part concerning the customer relationship management as a dependent variable.

The research reached a set of results and recommendations, including: the company must strengthen its relationship with employees and raise barriers between it and them, And the appropriate use of the marketing mix to attract the customers and work to keep them, and encourages employees to renew, innovate and change, which runs on the company's success.