أثر إدارة علاقات العملاء على الأداء التسويقي : دراسة حالة البنوك التجارية في ولاية قسنطينة

الملخص EN

This research aims to find out and analyze the impact of customer relationship management (CRM) on marketing performance (MP) in a sample of five major Algerian commercial banks (CPA, BEA, BADR, Society General, BNP Paribas).

A questionnaire was applied and an intentional sample of 15 employees from 15 Banking agencies in Constantine, was used for statistical analysis.

Hypotheses were tested using simple and multiple regressions, averages, and standard deviations.

Results of this research revealed the presence of statistically significant relationship (α ≤ 0.05) between (CRM) and (MP) in Algerian banks under research .