دور إدارة علاقة الزبون في تحقيق التفوق التنافسي : دراسة حالة مؤسسة-موبيليس الجزائر-

الملخص EN

Because of the customer’s importance to the company, many methods of approaching him have been developed, especially in the twenty-first century.

These methods cover mass marketing, mass communications, differentiating customers according to their importance and their profitability to the company, and establishing relationships with them on all fronts.

This is known as the customer relationship management; it tries to approach every customer individually and establish a strong relationship with him to gain his satisfaction, earn his loyalty over the long term, and benefit from his ideas and knowledge to improve and develop the production and selection of the best distribution channels.

This study aims at investigating the role of customer relationship management in gaining competitive advantage; it also aims at analyzing the relationship between the company of “Mobilis” and its customers.

A set of conclusions have been reached.

The most important one is that the application of the concept of customer relationship management as a strategic trend to achieve competitive advantage requires a radical change in the values and culture of the company, its way of dealing with customers and its production methods.