أهمية التسويق بالعلاقات بالنسبة لمؤسسات الخدمات : دراسة حالة مؤسسة اتصالات الجزائر للهاتف النقال "موبيليس"

Abstract EN

Relational marketing represent the most recent trend of the concepts of the marketing, imposed by technological development, the liberalisation of the market, the intensification of world competition and the realization of the importance of the development of customer loyalty.

Taking into account increased competition between the institutions, in spite of the diversity of their spheres of activity, it had a consensus on the importance of the customer and its role in the strategic planning of the institution, of which importance and increasingly considerable within the institutions of services or the customer belongs to the productive system of the organization.

As far as it is also implied in the production of services before being to profit.

The success of the institutions of services depends on its capacity to ensure a faithful strong foundation of customers, it is not enough to attract only the customers, but they are held to develop and reinforce its relations with them in the long run, in order to ensure its survival, and its stability.

Thus Thanks to relational marketing the institution of service Can improve its internal performances opposite its staff, and external towards his customers.