أثر استراتيجية إدارة العلاقة مع الزبون في تحسين جودة الخدمة الإلكترونية : دراسة حالة موقع جوميا الجزائر للتسوق

Abstract EN

This study aimed to identify the impact of the CRM strategy that adopted by the Jumia Algeria shopping site in improving the quality of the electronic service.

To achieve the objectives of the study 220 questionnaires were distribed on the site's customers in the Algerian east and it were relied on at a rate of 91.

66%, and were analyzed by the Amos and SPSS program.

The study showed a statistically significant effect of the customer relationship management strategy in improving the quality of the electronic service provided to the customers of the Jumia Algeria shopping site, where the coefficient of determination reached 0.

404, Through the results, a set of recommendations were presented.