تأثير إدار العالقة مع الزبائن عمى ألاداء التسويقي لخدمات ما بعد البيع

Abstract

This study aims to analyze the impact of customer relationship management on the marketing performance of after-sales services at Toyota Algeria. The research model is based on the independent variable of customer relationship management, which includes six dimensions: focusing on key customers, knowing the customer, caring about their value, building trust, applying technology, and strengthening the relationship. As for the dependent variable, marketing performance, it is distributed over two main dimensions: the financial dimension (market share, sales, profits) and the non-financial dimension (customer retention, attraction, satisfaction and loyalty). In addition, after-sales services represent the mediating variable, and include: warranty service, maintenance service, provision of spare parts, and handling complaints. The descriptive analytical approach was used to answer the study problem, which is: "What is the impact of customer relationship management on the marketing performance of after-sales services at Toyota Algeria?" The sample included 1451 individuals distributed among 44 authorized agencies, 1346 main customers, and 61 workers in after-sales services at the branches of the capital, Oran and Ouargla. Data were collected using a questionnaire for a purposive sample, and were analyzed using SPSS V25, SMART PLS 4 and EXCEL programs. The study reached the following results: There is a significant effect of customer relationship management on marketing performance at the level (α≤0.05). The effect of customer relationship management on marketing performance appears with after-sales services as an intervening variable. The study recommended the following: Investing in modern technology. Improving the quality of after-sales services and training employees. Developing strategies to enhance customer loyalty and immediate response. Establishing an electronic platform for after-sales services to enhance investment in the digital economy.