واقعية تبني أبعاد نظام المعلومات التسويقية و علاقتها بتحقيق ولاء الزبون : دراسة حالة بنك الفلاحة و التنمية الريفية لولاية الوادي

Abstract EN

This research paper aims to reveal the nature of the relationship between the dimensions of the overall marketing information system and customer loyalty, in order to achieve this, theoretical study information were collected from previous books and studies.

As for the Applied study, a questionnaire was designed as a main tool for raw data collection, and distributed over a sample of 37 people from bank's tires and employees, and then 31 questionnaires were retrieved, statistical packages for the social sciences (SPSS) programs were used for the purpose of analysing these data and then testing the hypotheses developed.

The study revealed that there is a positive, medium, and statistically significant correlation between the dimensions of the combined marketing information system (internal records, marketing researches, marketing intelligence, marketing decision support) and customer loyalty.