L’impact du marketing relationnel sur la fidélité de la clientèle Cas : La société nationale d’assurance SAA

Abstract

Winning new customers and retaining them are the most important core marketing activities for many companies. A terminological innovation to wrap practices that are already old for some, relationship marketing gives rise to new practices for others. Relational approaches lead "marketers" to consider the relationship with the customer through simple questions: what is our usefulness to consumers? what do they expect from our company? how can we create value for them and for the company? how can we make our approach part of a long-term project? What relational marketing has brought is above all the need to take the customer seriously and to develop a transparent relationship with him/her based on trust