أبعاد إدارة علاقات الزبائن من وجهة نظر تسويقية : دراسة ميدانية في منظمات الاتصالات في الجمهورية اليمنية

الملخص EN

The present study aims at identifying the dimensions of customer relationship management from a marketing point of view through the variables (customer acquisition, customer retention, customer loyalty, customer databases, customer satisfaction, customer value) and their applicability in Yemeni telecommunication organizations.

Four organizations working in this field (SabaFon - MTN - Yemen Mobile - WAY).

The study reached many conclusions and recommendations.

Keywords: Customer Relationship Management, Customer Acquisition, Customer Retention, Customer Loyalty, Customer Databases, Customer Satisfaction, Customer Value.