أثر ادارة علاقات الزبائن الالكترونية في بناء قيمة العلامة التجارية وفقا لنموذج Aaker : دراسة عينة من عملاء مؤسسة اتصالات الجزائر

الملخص EN

This study aimed to know the impact of electronic customer relationship management in building brand value according to the Aaker model of Algeria Telecom, by focusing on the determinants of building brand value, which are: brand quality, brand awareness, mental association with the brand, and brand loyalty.

For this purpose, a questionnaire was used to find out the trends of the sample members towards these variables.

An intentional sample of customers was taken, estimated at 222 customers.

The study concluded that there is a relationship between electronic customer relationship management and building the value of the brand, and the explanatory ability of the regression model was 63.

7% of the brand value of Algeria Telecom is due to the management of electronic customer relations, and the study recommends the need to provide material capabilities and software and adopt modern technologies to activate relationship management.

Electronic customers, and work to build value for the brand through constant communication with customers and interest in providing services distinct from competitors.