khazzartech الاقتصاد الصناعي
Volume 14, Numéro 1, Pages 137-159
2024-06-30
The Impact Of Customer Relationship Management On The Performance Marketing: A Case Study Of Enicab
Authors : Boukabara Lilia . Djouad Maroua . Guechari Yasmina .
Abstract
This study investigates the impact of Customer Relationship Management (CRM) on organizational performance marketing, particularly in the case of ENICAB. Utilizing a field study approach, questionnaires were distributed and administered to employees across commercial, quality management, and production departments, comprising a sample of 50 individuals within the organization. The findings indicate the importance of managing relationships with customers and working to attract and retain them in order to achieve performance marketing, which plays a vital role in ensuring the organization's survival, particularly in a competitive environment.
Keywords
CRM ; Performance marketing ; ENICAB
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