أثر التسويق بالعلاقة في قيمة الزبون : دراسة ميدانية لعينة من زبائن الشركة الجزائرية للتأمين و إعادة التأمين بمنطقتي عنابة و الطارف

الملخص EN

This study is focused to clarify and explain the impact of relationship marketing in the customer value, from the point of a sample customer of Algerian company for insurance and reinsurance.

this study look also to measure the effect of relationship marketing dimensions (trust, commitment, common interaction, satisfaction and personalizing relationship) in enhancing customer value.

to achieve these goals, a questionnaire was designed and included all the variables mentioned above, it was distributed to sample an estimated 120 customers who exceed a period of their dealing with company three years.

it was restored 96 questionnaires unable to analysis.

the study concluded the existence of a correlation and significant effect between relationship marketing and customer value, in particular trust and common interaction.

it was also found no significant influence of satisfaction and personalizing relationship exists in customer value.

the study proposes to give more attention to the customer satisfaction and worked to achieved, and benefit of personalizing relationship dimension and activated to enhance customer value.

finally the study emphasized the importance of the practice of relationship marketing whit all dimensions to give good value.