Le marketing multicanal, une nouvelle stratégie pour l’optimisation de la satisfaction des clients (cas de la Trust Bank Algeria –Hydra)

Abstract

In the objective to satisfy its customers, banks are increasingly engaged in the multichannel approach, this concept refers to the principle of using a multiple devices in exchange from the traditional channels to the digital ones, in the way how to get the best benefit of each channel as a function of the others. This orientation is more developed in the few last years because of the huge evolution of technologies, in particular the information and communication technology which present one of the most important marketing’s tools. Because of the banking exchange’s nature and its specificities, the relationship marketing becomes necessary, which is reinforced by the multi-channels approach. This approach gives chances to identify, to know and to satisfy client taking into account their favorite channels used in their banking exchange. The multi-channel marketing is based on the smart

coordination process. 4 The objective of this research is to study the role of the multi-channel approach in banking services and its impact on bank-customer relationship in the international context then in a local context.