مساهمة رأس مال الزبون في تعزيز الميزة التنافسية للمؤسسات الجزائرية : دراسة حالة-شركة الإسمنت عين التوتة-باتنة

الملخص EN

This study aims to identify the relationship between customer capital and the competitive advantage of cement company Ain Touta-Batna, according to the opinions of a sample of tires in it, and the questionnaire was used as an essential tool for collecting information, testing the theories of the study, with the help of statistical data, it was concluded that : the company is concerned with the requirements of customer capital availability and competitive advantage, and we found a correlation between the dimensions of customer capital (relationship with customer, relationship with suppliers, strategic alliances) and competitive advantage, and recommended the study to focus on the development of the relationship with suppliers, and strategic alliances more than the situation, because of its extreme importance in continuity, and recommended the need to involve customers in relation to the product and provide it to ensure customer loyalty.