إدارة علاقة الزبائن و واقعها في كسب رضا العميل : دراسة حالة بنك BADR وكالة عين تموشنت

Abstract EN

The study aimed to identify the role of customer relationship management in gaining customer satisfaction at the bank of agriculture and rural development-Ain Temouchent agency, where the descriptive approach was used in the theoretical side and case study in the applied side.

the random sample consisting of 75 clients (customers) was relied upon.

a questionnaire was designed as a tool for collecting data and information that serves the subject of the study.

the study concluded that the bank of agriculture and rural development works to create partnership relationships with its customers based on trust and respect, focusing on the employees as they are the image of the bank.

this is in order to achieve customer satisfaction and achieve their loyalty which leads to retaining existing customers and getting more new customers, and then achieving profitability, as a logical result, as today’s customer directs, if not determines, the bank’s goals and future.