أثر ادارة علاقات الزبائن على جودة الخدمة دراسة حالة متعاملي الهاتف النقال بالجزائر

Abstract

This study aimed to explore the impact of customer relationship management on service quality among mobile phone users in Algeria. The study identified an independent variable, which is customer relationship management with its dimensions: customer orientation, customer interaction, customer voice, strengthening the relationship with the customer, and customer relationship sustainability. The dependent variable was service quality, measured through its dimensions: tangibility, reliability, responsiveness, security, and empathy. To achieve the desired objectives, an electronic questionnaire was designed as a primary data collection tool, targeting a sample of 1520 mobile phone users from various regions in Algeria. Additionally, interviews were conducted with a group of employees working in commercial agencies of mobile phone operators in Algeria. The study relied on the Statistical Package for the Social Sciences (SPSS V.26) for the descriptive analysis of study variables in its applied aspect. It also utilized Nvivo 10 software for qualitative data analysis. The study concluded several important results, among which was the presence of a positive correlation and statistically significant impact of customer relationship management with its dimensions on service quality across its five dimensions, as perceived by the surveyed customers. It was also revealed that customer orientation had the least impact among the dimensions of customer relationship management on service quality. Finally, the study provided a set of results and recommendations to mobile phone operators in Algeria the quality of services provided by adopting the concept of customer relationship management.