La Revue des Sciences Commerciales
Volume 13, Numéro 1, Pages 184-203
2014-06-15
Crm Bancaire : En Quête De La Fidélisation Clientèle
Auteurs : Demmouche Nedjoua .
Résumé
pressure of competition and the desire to offer new services to customers. Indeed, the end customer uses in a complementary manner the multiplicity of the access channels that are available to perform operations of Bank at distance of a wide variety. Such use interferes with the consistency of the information system and the occurrence of adverse effects limit the effectiveness of these developments. At the same time, during these operations, banks collect information on their customers which can be used through the possibilities of storage and processing of data, in order to improve their relationship with them by amplification of the customer orientation of their information system.
Mots clés
CRM (Customer Relationship Management), TIC (Techniques d’information et de communication), CRM bancaire, fidélisation, e-banking.
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