أثر التسويق بالعلاقات على رضا الزبائن

Résumé: This study aims at identifying the impact of the relationships marketing on the satisfaction of the customer in the Algerian Communications Enterprise, the case of study is the Commercial Agency for Algerian Communications -Timimoun- ; the purpose first is to know in wich extent the previous enterprise embodies the concept of relations marketing in reality, and how to strengthem, maitain its relationship with its customers and how can anhance their satisfaction. A survey was therefore conducted under a number of customers of the enterprise, studying the subject of relationship marketing as an open variable represented by (strengthening the relationship between the enterprise and customers, quality and continuous improvement of services, analyzing customers complaints and managing the relationship with customers), and the satisfaction of the customers as a responsive variable. The study of variables has been a subject to a range statistical method, the most of which is the simple linear regression on the impact of relatoinship marketing and the customer satisfaction. The study succeeded to reach several conclusions, including: the enterprise applies relationship marketing in its business and has significant impact on customers by managing and strenpthening its relationship with its customers, providing high qualified services and solving various problems and also achieving customers satisfactions by fully reflecting the concept of relationship marketing and meeting the needs and desives of customers.

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