مجلة الباحث الاجتماعي
Volume 12, Numéro 12, Pages 29-44

The Development Of Competitive Advantage In Smes Through (crm) Paradigm Case Study: A Sample Of Agencies Of Telecommunication Sector In Algeria

الكاتب : Boudief Ilyes .

الملخص

The main aim of this study is measure the effect of customer relationship management to achieve the competitive advantage through analyze its dimensions. We use for reach this objective a model shows the relationship and the effect between the variables of that study. Customer relationship management as independent variable and competitive advantage as independent variable. This study has been conducted on a sample of 33 agencies of 300 agencies of telecom operators in Algeria. It has relied on survey method by collect and analyze the data through set of statistical tests like Cronbach's Alpha, One-Sample Kolmogorov-Smirnov Test, descriptive statistics (Mean, Std. Deviation, Std. Error Mean) ,moreover the Correlation and multiple regression coefficient to validate the hypotheses, with the help of the statistical program SPSS V20. The main result of this study shows the existence of the CRM indicators and its effect on competitive advantage indicators.

الكلمات المفتاحية

Relationship Marketing, Customer Relationship Management, Competitive advantage, Telecommunication, effects.