The Impact of Customer Relationship Management Strategy on Achieving Competitive Advantage on the Banking Sector (Case of Local Development Bank BDL) in Hassi Messaoud from Ouargla State -Algeria

Abstract

This study aims to measure the impact of CRM (Customer Relationship Management CRM)’s strategy on achievement of competitive advantage on BDL Bank located in Hassi Messaoud, city from Ouargla state. Two types (02) of samples were used. The first sample of 15 managers and administrative employees and the second sample of 150 customers through. To test hypotheses and analyze data, a statistical package for social sciences (SPSS) was used; and the results indicated that CRM dimensions (attract the customer, establish a relationship with customer, achieve customer satisfaction, customer loyalty, customer value, customer knowledge, and confidence) have a strong and positive impact on achievement competitive advantage in BDL Bank