The Reality of Applying Customer Relationship Management In The Electronic Manufacturing Enterprises in Bordj Bou Arreridj

Abstract

The aim of this study was to identify the reality of customer relationship management in the Algerian enterprises, which was studied through four dimensions: customer identification, Distinguish customers, customer interaction and customer relationship sustainability. To do so, the electronic manufacturing enterprises in Bordj Bou Arreridj were selected. To achieve the objectives of the study, data and information were been collected through the distribution of 150 questionnaires, 82 of them are subject to statistical analysis using some Statistical Methods. The study reached many results, the most important of which is that the level of customer relationship management in the studied enterprises found a high degree of acceptance. The study recommended institutions to establish a culture of customer orientation and dissemination at all levels of the enterprise, and attention to the internal customer as a reflection of the institution.