مراقبة و تقييم رضا العملاء و أثره على أداء المنظمة

Abstract EN

In this paper, we examine the impact of customer relationship management (CRM) on firm performance and exploring the theoretical foundations of customer relationship management and its relationship to the marketing performance from the several perspectives Many companies today have a corporate mission that focuses on the customer.

“To be number one in delivering value to customers” is a typical mission statement.

A company is performing from its customers’ perspective has become, therefore, a priority for top management.

The balanced scorecard allows that managers translate their general mission statement on customer service into specific measures that reflect the factors that really matter to customers.

The study finings concluded positive relationship between CRM and marketing performance, and being effect of the dimensions of CRM on marketing performance in institutions