وسائل التواصل الإجتماعي كأداة تسويقية معاصرة و دورها في نجاح إدارة العلاقة مع الزبائن

الملخص EN

This study aims to understand the important role played by social media as a marketing tool in the success of customer relationship management.

And for that, we have divided this research into three main parts: The first part deals with the basic concepts of customer relationship management, by presenting the stages of its development, its definition, components, levels and main objectives.

The second part dealt with the basic concepts of social media marketing, by presenting its concepts and advantages, in addition to the most important foundations of its success and its main obstacles.

The third part is dedicated to the presentation of some methods that must be applied by companies in terms of customer service in order to ensure the achievement of the customer relationship management objectives.

We then presented the results and provided a set of recommendations and suggestions that can help companies to adopt social media as a modern marketing tool in order to manage their relationship with their customers.