NADIR, Fatma ZohraMESBAH, Abd El-Madjid (Directeur de thése)2024-05-302024-05-302015-06https://dspace.hec.dz/handle/123456789/786Customers’ 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.enCRMCustomerLoyaltyAGBSatisfactionThesis