أثر الثقافة التنظيمية في إدارة العلاقة مع الزبائن : دراسة حالة بنك الفلاحة و التنمية الريفية بسكيكدة

Abstract EN

The study aimed to find out the impact of organizational culture with its value, procedural and behavioural dimensions, in managing the relationship with customers in its operational, analytical and cooperative dimensions.

The study took a methodological approach with three aspects experimental, exploratory and descriptive.

The study was conducted at BDR Bank of Skikda.

When the study embarked on achieving its objectives, it used three methodological tools: observation, documents and, questionnaire which are consistent with the methodological direction from which it started.

By applying this methodological strategy, a number of empirical results were reached, revolve around the ability of service institutions to produce culture, instilling values and satisfying the needs of the customer, as well as achieving competitive advantage and service quality.