The Implementation of a CRM business strategy and its impact on the customer’s loyalty Case: Algeria Gulf Bank “ AGB”
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Date
2015-06
Journal Title
Journal ISSN
Volume Title
Publisher
Ecole des Hautes Etudes commerciales
Abstract
Customers’ loyalty is extremely important for any organization because of its benefits on the
company’s prosperity, but achieving customers’ loyalty requires an attentive ear and focus on
the customers’ needs, requirements and preferences.
So collecting all these information and analyzing them isn’t a one-day operation, as matter of
fact it is a continuous process known as CRM “ Customer Relationship Management”.
So in order to have more insight into the impact of CRM implementation on the customers’
loyalty, we have chosen AGB as our case study enterprise, and for this study we used the
qualitative approach as a research method.
At the end of our research we’ve came to a conclusion that CRM have a positive impact on
customers’ loyalty and it helps increasing because CRM makes customers feel appreciated
and heard.
Description
Keywords
CRM, Customer, Loyalty, AGB, Satisfaction