دور التسويق بالعلاقات في تحقيق ولاء الزبون-دراسة حالة البنك الوطني الجزائري

الموضوعات

اقتصاد

الملخص

This study aims to identify the contribution of Relationship Marketing in buildingcustomer loyalty in the BNA Bank (Ouargla branch), as well as, the reality of the practice ofmarketing activities relations in this bank. Samples were selected; randomly from theemployees and the customers of the BNA Bank all branches located in Ouargla. Thequestionnaire was used as a tool to collect data. One hundred and nineteen (119)questionnaires were distributed, that includes, thirty-nine (39) to the bank's employees andfifty-nine (59) to the customers. Our study is descriptive in its method; also we rely on thestatical software (SPSS) to analyze the questionnaire's data.The study found that the bank's employees engaged in marketing activities relations inorder to attract customers. Also, the bank works to create a database for its customers,however it is not interested in running the following data to provide appropriate services foreach customer. From customer's point of view, the elements of Relationship Marketing(satisfaction, communication, commitment, mutual trust) have a role in building their loyalty.These elements have different impacts on the loyalty of customers, where the largestproportion is taken by the trust element, followed by mutual commitment and satisfaction.However, the least influenced element; according to our findings; is the communication. Onthe other hand, the demographic variables to customers; such as: sex, level of education,income, occupation; do not affect the customer loyalty to the bank. The study recommendedthat granting incentives for employees to raise their efficiency and their performance, whichwill create positive environment with the customer and, provide an effective communicationbetween employees and customers in order to get close to more than one custome

روابط وملفات

التعريف والنوع

رقم الوثيقة

0be5ff02-4836-4bbc-a37f-bf4dfa39f88b

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

ماستر (LMD)

نوع الملف

pdf text

أسماء الملفات

217513_1.pdf

بيانات النشر

ألقاب المؤلفين

[{"name_ar":"شطيبة زينب","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"هاجر بوتلي","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

Arabic

المصدر والدورية

اسم المصدر

دور التسويق بالعلاقات في تحقيق ولاء الزبون-دراسة حالة البنك الوطني الجزائري

المحتوى والصفحات

عدد الصفحات

67

إشراف وإعداد

الإشراف

شطيبة زينب

الإعداد

هاجر بوتلي

الاقتباسات الببليوغرافية