تأثير إدارة علاقات الزبائن في تحقيق الميزة التنافسية لدى المصارف العمومية بولاية بسكرة

Abstract EN

The aim of this study is to know the extent of the impact of customer relationship management in achieving the competitive advantage of public banks in the Biskra state, In order to reach this goal, a questionnaire was directed to a sample of 60 employees, 58 of which were retrieved and two questionnaires were excluded after checking and reviewing.

With the use of the program (Spss.

v20) in analyzing the data statistically, the results indicated a positive impact of customer relationship management in its five dimensions in achieving the competitive advantage of the public banks under study.