دور استراتيجية إدارة العلاقة مع العميل في تحسين الصورة الذهنية للمؤسسات الخدمية : دراسة حالة : الوكالة السياحية أماكن بالجلفة

الملخص EN

A study on the role of the strategy of managing the relationship with the client in improving the mental image of service institutions, by applying to amaken agency tourism in The State of Djelfa, in order to know how the tourism agency in question can develop its mental image by relying on the application of relationship management strategies with the client.

Therefore, the resolution was used as a study tool, distributed to a sample of 171 clients, the data were analysed and the assignments were tested by using the Statistical Method Spss 25.

The study has reached a set of results, mainly the use of the strategy of managing the relationship with the client is considered as an entry point to acquire the mental image of service institutions, and in the end we reached a set of recommendations, the most importantly is the need for the attention of the tourist Amaken agency to manage the relationships of their customers and to ensure the CRM strategies with their customers, to build a mental image through the ability to reach ideas characterized by flexibility, perseverance and acceptance of the challenge and the ability to communicate effectively with customers and gain loyalty.