رأس المال الزبائني و أثره على تحقيق الاستدامة : دراسة تطبيقية على المشروعات الصغيرة و المتوسطة في مملكة البحرين

الملخص EN

The aim of this research is to identify the reality of the Customer Capital and its impact on Achieving Sustainability at small and medium enterprises (SM’s) in the Kingdom of Bahrain.

To achieve this objective, descriptive analytical approach was used, a questionnaire was distributed to (118) managers (owners of SM’s) retrieved 100 questionnaires.

One of the main results is The Customer Capital has impact on Sustainability Achievement, as well as research sample has awareness towered the Sustainability Achievement.

The research recommend to encourage sustainability practices small and medium enterprises in the Kingdom of Bahrain and Enhance SM’s enterprises to sustain the environment through using environment friendly raw materials to reduce pollution and protect consumers.

In order to achieve economic sustainability, and because of the cost of acquiring a new customer is much greater than the cost of retaining current customers, SM’s should be concerned with existing customers through designing the product and service provided according to their needs and desires.