تأثير إدارة علاقات الزبائن في تحقيق رضا الزبون في شركات تمويل المشاريع الصغيرة

الملخص EN

This study aimed at identifying the effect of customer relationship management(CRM) in achieving customer satisfaction at companies financing small enterprises.The community consisted of all companies financing small businesses operating in the Jordanian capital, Amman.

A convenient sample of about(500) customers of those companies was targeted.

The questionnaire was developed to collect data.

Hypotheses were tested using simple linear regression analysis& means by using SPSS.The results included a positive effect of communication effectiveness and dialogue with customers on their satisfaction in companies financing small businesses, and there is an effect of the staff efficiency on customer satisfaction.

The most notably recommendation is expanding the use of(CRM) including the marketing activities to take advantage of it in the company.