دور إدارة علاقات الزبائن في تحقيق الميزة التنافسية : دراسة تطبيقية لآراء عينة من المديرين في مصارف مدينة دهوك

الملخص EN

This research aims at determining the role of Customer Relationship Management in realizing a Competitive Advantage at a level of a numbers of bank Organization based on a hypothetical sample , the sample takes into consideration the nature of the relation between the of Customer Relationship Management and the Competitive Advantage, thus two essential hypotheses were adopted , in order to accomplish the research objectives and to complete The requirements ,the researcher set at theoretical frame using the subject material .Also ,a group of bank Organization in Dohuk City were select to conduct the field survey A sample consisting of 68 respondents was selected, it included managers, in those organization in addition questionnaire template which was developed to collect and process the data .Through some statistical methods, results were analyzed and the hypotheses were examined ,the most important conclusions have indicated that there is a correlation and effect relation between the Customer Relationship Management and the Competitive Advantage.

Also the research has suggested a number of recommendation that concentrate on the role of role of Customer Relationship Management in realizing a Competitive Advantage.