واقع إدارة علاقات الزبائن في البنوك التجارية الجزائرية : دراسة تطبيقية في مجموعة من البنوك على مستوى ولاية بسكرة

الملخص EN

This study aimed to identify the respondents' perceptions about the level of availability of customer relationship management in the commercial banks under study.

To achieve this, a questionnaire was prepared and distributed to all the administrative employees of the banks under study.

Several statistical methodsin data analysiswere used including: descriptive statistics, single-sample T-test.

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The study reached a number of results, most notably: The level of availability of customer relationship management in its various dimensions in the banks under study was high.

The study concluded with several recommendations, the most important: Banks should enhance and develop their level of interest in enhancing customer loyalty programs, and strive continuously to upgrade their marketing knowledge.

Key words: Customer Relationship Management, Marketing Knowledge, Enhancing Loyalty Programs,