أثر إدارة علاقات الزبائن في الميزة التنافسية للبنوك التجارية الجزائرية : دراسة تطبيقية في مجموعة من البنوك على مستوى ولاية بسكرة

Abstract EN

This study aimed to identify the respondents' perceptions about the level of customer relationship management in the commercial banks under study and its impact on their competitive advantage.

To achieve this, a questionnaire was developed and distributed to all the administrative staff of the following commercial banks: “Al Salam Bank, Gulf Bank of Algeria, Bank of Agriculture and Rural Development, and Banque Populaire Credit Algeria”, which numbered (60), and (44) valid questionnaires were returned for statistical analysis.

The study reached several results, the most important of which are: the level of availability of customer relationship management and the competitive advantage of the commercial banks under study was high, and the presence of a statistically significant effect of customer relationship management (as a group) on the competitive advantage of the banks surveyed, and the study concluded a number of recommendations, most notably: that the banks continue Attention to customer loyalty programs to enhance its market share.

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