The Role of Customer Relationship Management Dimensions in Enhancing Marketing Knowledge: A Study of a Sample of Commercial Banks in Guelma Province Using Smart
| المصدر: | مجلة بحوث الإدارة والاقتصاد |
|---|---|
| الناشر: | جامعة زيان عاشور بالجلفة - كلية العلوم الاقتصادية والتجارية وعلوم التسيير |
| المؤلف الرئيسي: | Boudjehem, Souad (Author) |
| مؤلفين آخرين: | Benahcene, Nassireddine (Co-Author) |
| المجلد/العدد: | مج6, ع2 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2024
|
| الشهر: | يونيو |
| الصفحات: | 925 - 940 |
| ISSN: |
2676-184x |
| رقم MD: | 1479159 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Customer Relationship Management Dimensions | Marketing Knowledge | Commercial Banks | Structural Equation Modeling
|
| رابط المحتوى: |
عدد مرات التحميل
4
| 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. |
|---|---|
| ISSN: |
2676-184x |
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