Contribution of customer relationship management to building customer loyalty
Case study of Heetch el Djazair Foundation
Keywords:
customer relationship management, customer, loyalty, satisfaction, Heetch el DjazairAbstract
Our research paper aims to find out how customer relationship management contribution to building customer loyalty by highlighting the most important concepts related to the topic in the theoretical aspect, and shedding light on “Heetch El Djazair” organization as a case study. To support the theoretical study, we attached the study to an applied part in which we tried to highlight the relationship between the independent variable represented by customer relationship management and the dependent variable represented by customer loyalty. We used an electronic questionnaire tool directed to a sample of internal customers of the “Heetch El Djazair” institution, represented by the partner drivers who are active at the capital city only, to find out how customer relationship management at the “Heetch El Djazair” institution contributes to building his loyalty. The study concluded that the “Heetch El Djazair” institution works hard through customer relationship management activities to build the loyalty of its customers, but it has not gained yet.
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