الدور الوسيط لتكنولوجيا إدارة علاقات العملاء في العلاقة بين مبادئ الجودة الشاملة و رضا العملاء في المؤسسات المالية في السودان

الملخص EN

Total quality management play important role on customers’ satisfaction and achieving competitive advantage for financial institutions in the markets for assuring its sustaining.

In spite of that there fewer studies that takes the Issue of Total quality management determinants, on financial institutions especially in developing countries.

The purpose of this study to identify the effect of total quality management and customers’ relationship management on customers’ satisfaction, financial institutions.

Through theories witch deal with relationship between resource in companies as (the resources based view approach).Based on the descriptive methodology a survey method was used in this study through questionnaire, The method probability Sampling was use to select the sample total (230) of respondents were inter viewed in %) and the hypotheses 2target financial institutions, where the percentage of respondents rate (9 tested by multiple regression analysis.

The results of the study showed there is a relationship between total quality management and customers satisfaction, but the proportion of the effect varies from variable to another, also the results reveal that there is a positive relationship between the technological customer relationship management and customers satisfaction of Sudanese financial institutions, technological customer relationship management mediate the relationship between total quality management and customers satisfaction.

The study was recommended for decision makers to focus on the total quality management and customer relationship management and its impact on customers’ satisfaction.

Also the study has theoretical total quality ‘recommendations for future studies to make more studies concerning with customers satisfaction.

‘management.