أهمية إدارة معرفة الزبون من خلال تكنولوجيا المعلومات والاتصال في الاحتفاظ بالزبون: دراسة ميدانية

الملخص EN

Our study came to shed light on one of the most important contemporary marketing concepts and one of the most important topics that deserve study, which is customer knowledge management, which is one of the most important systems in dealing with customer data and knowledge, especially as we are at the height of the information and communication revolution and the progress towards adopting the knowledge economy and the importance of the customer at the time the present.

By distributing 50 questionnaires to the employees of the commercial agencies of Algeria Telecom in the state of Ain Defla, we reached a set of results that, in aggregate, proved the importance of applying the customer knowledge management system electronically in achieving the customer retention strategy.