دور إدارة علاقات العملاء في العلاقة بين رضا العميل و ولائه : دراسة ميدانية بالتطبيق على عملاء شركات الهاتف المحمول بمصر

الملخص EN

The current research aims at identitying the role of customer relationship management (CRM) in the relatoinship between customer satifaction and loyatly.

A field study was conducted on a sample of mobile phone customers in Egypt, through the distribution of (80) survey lists to customers of these companies, the statistical anaylsis was based on the outputs of the statistical program SPSS/PC (23).

The research concluded several results, the most imporant of which is the existence of a postive correlation between customer satisfaction and loyalty, and a positive correlation between customer satisfaction and customer relationship management, positive and strong correlation between customer relationship management (CRM) and customer loyalty, having a customer relationship management in the relationship between customer satisfaction and loyatly to mobile phone customer in Egypt.