المستخلص: |
This study aimed to explore the impact of Customer Relationship Management (CRM) dimensions on enhancing marketing knowledge, employing a descriptive-analytical approach. It targeted employees from commercial banks in Guelma province, totaling 116, who were surveyed with a 26-statement questionnaire. Data was analyzed using structural equation modeling based on partial least squares (Smart PLS). The study found a very high level of customer satisfaction and high levels of customer attraction and loyalty, along with a high level of marketing knowledge within the commercial banks in Guelma province. It concluded that CRM dimensions such as customer attraction, satisfaction, and loyalty can significantly explain changes in marketing knowledge in these banks. The study recommends focusing more on customer satisfaction through service chain simplification and attention to employee job satisfaction, which is vital for enhancing customer satisfaction.
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