The impact of CRM on competitive advantage : SIN, TSE and YIM model case study : telecom operators in Algeria

الملخص EN

We aim through this study mainly to measure the effect of customer relationship management CRM : SIN, TSE, YIM model on competitive advantage through its factors.

we have followed descriptive, inductive and experimental approaches.

where we have developed a model that shows the relationship between the variables and its effects (CRM and competitive advantage).

in this study, we depended on new trends toward the customer as key customer focus, CRM organization, CRM technology, and customer knowledge management.

this study was conducted on a sample of 153 individuals from 33 telecom agencies or commercial spaces in Algeria (8 WTA, 11 OTA, 14 AT), where the main results of this study showed the existence of a (strong-positive) correlation and effectiveness of CRM and the competitive advantage.