La Gestion Relation Client : Satisfaction et la Fidélisation client Entreprise BNA

Abstract

This thesis deals with customer relationship management, Customer relationship management is a strategy approached by a large number of companies with the objective of differentiating themselves, and creating a competitive advantage, and for this the firm must retain these customers because they are its source of durability, and to achieve this objective the company must first satisfy its customers, so the firm must provide the appropriate services and products for these customers, the establishment of a CRM allows to know the preferences, needs and desires prospects to be able to satisfy them and retain the best customers. In this research work we focused on the main research question the impact of quality of service on customer satisfaction and loyalty and we tried to know if the quality of service leads to satisfaction, and if satisfaction encourages customers to stay loyal. In our case study at the BNA we tried to answer our problem and we see that the bank is making significant efforts in terms of loyalty and satisfaction given that the majority of customers are satisfied and loyal.