واقع إدارة علاقات العملاء بالمؤسسات الجزائرية : دراسة حالة مؤسسة لافارج بالمسيلة

Abstract EN

The aim of this study is to know the reality of applying the concept of Customer Relationship Management CRM in Lafarge from the employees' point of view.

In a context of addressing the problematic nature About diagnosing the extent of Lafarge's implementation of the concept of customer relationship management.

A questionnaire that includes CRM dimensions was designed and distributed to a sample of 40 employees, the results of the study indicate that the Lafarge Foundation applies the concept of customer relationship management with its dimensions which are objectives, characteristics, effectiveness, products offered and the extent to which they are related to customers.

The study recommends reinforcing the various weak dimensions in this concept.