دورنظام المعلومات التسويقية في تنمية العلاقة مع الزبون : دراسة حالة للمؤسسة الجزائرية للهاتف النقال موبيليس، المديرية الجهوية لولاية بشار

الملخص EN

The study aims to identify the role of the marketing information system inbuilding customers relationships, which in recent years has become one of themost important tools that relied upon those responsible of marketing ininstitutions, as it contributes to linking all the institution's policies with eachother to analyze them in an integrated manner, thus, in order to satisfy the needsof the customer.

The researchers have chosen the Algerian Telecom Foundation( Mobilis), as one of the institutions that lead the concept of MarketingInformation System.

To achieve the objectives of this study, the researcherdeveloped a questionnaire to collect data, and the research community was theemployees of Mobilis Company.

The study sample was composed of (40)employees of the Regional Direction of Mobilis Bechar, and used the (SPSS25) to analyze the results of the study.

The study concluded that there is asignificant impact of the marketing information system in developing therelationship with its customers by achieving their satisfaction and gaining theirloyalty.