الرقمنة ودورها في تحسين العلاقة مع الزبائن: دراسة قطاع تكنولوجيا التوصيل وسيارات الأجرة في الجزائر

الملخص EN

The digital economy has made great leaps as a result of the rapid and progressive development of the Internet and its enormous spread, and in response to this strategic shift emerged digital marketing.

since the success of organizations is highly dependent on customers and their satisfaction and loyalty, it is necessary to work out plans and programs that help to establish a kind of communication with customers through the management of customer relations electronically.

in this paper, we are trying to study the effective role of digitization in customer relationship management, by highlighting a somewhat modern sector in Algeria: taxi service using mobile applications.

in order to achieve the objectives of the research, a set of criteria was adopted, including content and form aspects, which were applied to the institution under study, the “Yassir” foundation.