تقييم واقع تطبيق مفهوم إدارة العلاقة مع الزبون في المؤسسة الخدمية : دراسة حالة وكالة موبيليس-ببرج بوعريريج

Abstract EN

This study aims to identify the reality of the application of customer relationship management in the Algerian economic institution, especially the service one, and it has been studied through four dimensions: identifying customers, distinguishing customers, interacting with customers, and sustaining the relationship with customers.

To do this, Mobilis Agency in Bordj Bou Arreridj.

To reach the objectives and results of the study, the questionnaire was used as a tool for research and information gathering on the field side.

To conclude, this study concluded with a set of results, the most important of which are: that customer relationship management is applied to a high degree in the Agency under study through its processes of identifying customers, distinguishing them, interacting with them and improving the relationship with them.

Finally we recommended to the Agency the necessity of instilling and consolidating the culture of customer orientation and spreading it at all levels of the Agency.