Customer Relationship Management System And The Development Of Customer Culture In Moroccan Banks: Case Of Alpha, Beta And Gamma

Autor:	Siham Jabraoui, Hasnaa Gaber
Rok vydání:	2021
Předmět:	Economics and Econometrics Alpha (programming language) Knowledge management business.industry Order (business) Proposition Business Customer relationship management Qualitative survey Meaning (linguistics)
Zdroj:	Studies of Applied Economics. 38
ISSN:	1697-5731 1133-3197
DOI:	10.25115/eea.v38i4.3981
Popis:	Can we consider customer culture as a prerequisite for the CRM success? This is the core proposition of this research, which aims to study customer culture as a determining variable in CRM projects on one hand, and to analyze the impact of these projects on the development of customer culture in three Moroccan banks on the other hand. The first proposition illustrates the first meaning of the relationship by studying the impact of a CRM project on the development of customer culture. The second illustrates the other meaning namely the role of customer culture in the implementation of a CRM project. In order to analyze these proposals from an empirical point of view, we chose to conduct a qualitative survey via semi-structured interviews with CRM project actors in three Moroccan banks: Alpha, Beta, Gamma.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::104f424eb33aef8b609a5e110cb33f54 https://doi.org/10.25115/eea.v38i4.3981 Zobrazit plný text záznamu