تحديات و معوقات تطبيق إدارة معرفة الزبون في البنوك العمومية الجزائرية : دراسة حالة بعض البنوك في ولاية ميلة

Abstract EN

This study aims at identifiying the main obstacles as well as the challenges that public banks at the city of Mila encounter.

In order to achieve this purpose, a questionnaire was used as a tool which was distributed to 50 employees.

Through the analysis of the questionnaire results; it was concluded that the most important challenges that the studied banks encounter are the lack of organizational stucture of Customer Knowledge Management(CKM) as an apperent element.

Furthermore, the hetrogenity of customers is also the main obstacle that the studied banks encounter in applying CKM.

Henceforth, it is necessary for the studied banks to pay more attention to the CKM and adopt it to their organazational structure as well as employong it in developing the banking services.