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The Impact of Customer Relationship Management on Brand Image: Case Study Al Salam Bank - Biskra Agency
| المصدر: | مجلة الاقتصاد الصناعي - خزارتك |
|---|---|
| الناشر: | جامعة باتنة 1 الحاج لخضر - كلية العلوم الاقتصادية والتجارية وعلوم التسيير - مخبر الدراسات الاقتصادية للصناعة المحلية |
| المؤلف الرئيسي: | Brahimi, Farouk (Author) |
| المجلد/العدد: | مج14, ع1 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2024
|
| الشهر: | جوان |
| الصفحات: | 26 - 53 |
| ISSN: |
1112-7856 |
| رقم MD: | 1498598 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Customer Relationship Management | Customer Knowledge | Customer Value | Customer Trust | Brand Image
|
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
This study delved into the analysis of customer relationship management impact on the brand image in Al Salam Bank, Biskra Agency, where a purposive sample of Al Salam Bank customers was selected. To achieve the objectives of the study, a questionnaire was designed as a tool for collecting data and the use of appropriate tests and statistical tools (SPSS.V 20). The questionnaire was distributed to 80 customers of Al-Salam Bank, Biskra Agency, and 64 questionnaires were returned that were suitable for analysis. The study reached several results, the most important of which is the impact of customer relationship management in its various dimensions (focus on key customers, customer knowledge, customer value, and customer trust) on the bank’s brand image. Peace Agency Biskra. This positive impact enables the organization to achieve the basic success factors within its competitive environment. The study recommends the need to focus on the two dimensions of customer knowledge and customer trust by the bank under study, as they strongly influence the brand’s image, and also to innovate new services based on customer value and enhance their loyalty in different ways. |
|---|---|
| ISSN: |
1112-7856 |
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