تأثير إدارة علاقة الزبون الاجتماعية على ارتباط و رضا الزبون : دراسة كمية على مستوى قطاع السيارات بالجزائر

الملخص EN

This study aims to analyze the impact of customer relationship management (social CRM) on customer engagement and satisfaction.

In this purpose, a quantitative study had been conducted on Algerian automotive sector.

A questionnaire had been distributed to a sample of 314 customers of various automotive brands.

The structural equations modeling method (SEM) had been adopted in data analysis.

The results supported all the proposed hypotheses, and shown that: social CRM with his two dimensions (Traditional CRM and social media technology use) have a positive effect on customer engagement, which in turn affects customer loyalty.

Furthermore, social CRM have also a direct influence on customer satisfaction.

Finally, the results also showed an indirect impact of social CRM on customer satisfaction through the customer engagement as mediating variable.