دور إدارة العلاقة مع الزبون في تحسين تنافسية المؤسسة دراسة حالة مؤسسة موبيليس وكالة -بسكرة

Abstract

This study aims to know the role of customer relationship management in improving the competitiveness of the enterprise, and the extent of its application in the Mobilis Agency-Biskra, in order to achieve the goal of the enterprise under study, which is to maintain existing customers while attracting new customers despite the presence of competitors, based on the dimensions of The independent variable represented by customer satisfaction, customer value and loyalty, and their role in improving the competitiveness of the organization , The results also showed that the application of the study institution to manage the relationship with the customer contributes to improving its competitiveness through an improvement in high quality, rapid response and low cost, in addition to the presence of a role for customer satisfaction in improving the competitiveness of the institution under study, and the existence of a role for customer value in improving the competitiveness of the institution under study, And also the existence of a role for customer loyalty in improving the competitiveness of the institution under study