أثر إدارة علاقات العملاء على الأداء التسويقي للعيادات الطبية الخاصة : دراسة ميدانية

الملخص EN

This study aimed to determine the impact of customer relationship management (CRM) on marketing performance of private medical clinics in Algeria.

Primary and secondary sources of data were used.

The primary data includes a structured questionnaire used to elicit information from the target respondents (patients and their families).

A total of 118 questionnaires have been collected using convenience sampling (non random).

The results indicated that customer relationship management; customers satisfaction have significant positive impacts on marketing performance of private medical clinics.

The customer relationship management was also found to have significant impact on customers satisfaction.

Finally, based on research results, a number of recommendations were introduced to CRM managers.