دور تبني إستراتيجية تسيير العلاقة مع الزبون في تحقيق التميز التنافسي : دراسة حالة بنك القرض الشعبي الجزائري، عنابة

الملخص EN

The strategy of competitive excellence adopted by the establishment, It is achieved through the institution's adoption of a customer relationship management strategy.

This study aims to find out the role of CPA Bank's adoption of a customer relationship management strategy in achieving sustainable competitive excellence.

And the most important findings of this study Is that interest in implementing the strategy of managing the relationship with the customer enables customers to satisfy and gain their loyalty And keep them permanently, And from it achieving sustainable competitive excellence, Thus, the bank should pay more attention to the sustainability of the relationship with its customers By meeting new requirements, Continuous monitoring of customer satisfaction and loyalty levels.