تطبيق إدارة العلاقة مع الزبون في شركات الهاتف النقال في الجزائر : مدخل قاعدة الزبائن

الملخص EN

This research focuses on a vital and new subject which is the application of customer relationship management, particularly where the different companies are seeking to enhance their competitive advantages among a saturated environment from the huge quantity of products, moreover the customer becomes the master, who decides himself how to meet his desires.

Therefore, they try to establish long-profitable relationships with him, through the allocation of a special administration that its primary objective is how to catch his loyalty to the products and services for a long term, and it is implemented by repeated and arranged purchasing habits during his stay with the organization.

This study aimed to highlight the extent of CRM implementation in the Algerian mobile sector companies, by attempting to judge the customers base evolution for each company throughout the recent years.

The most important result is that the well application of CRM in the mobile sector requires Taking into consideration the different dimensions with a focus on the loyalty’s dimension, where the whole programs should aim to build profitable and last relationships with the key customers