أثر إدارة العلاقة مع الزبون الإلكترونية على تجربة الزبون

Abstract

This study aimed to investigate and understand the role of Electronic Customer Relationship Management (E-CRM) and its impact on enhancing and developing the customer experience within service institutions. To achieve the study's objectives and test its hypotheses, a descriptive-analytical approach was adopted. A questionnaire was designed and distributed to a sample of 107 customers of Algérie Poste. After processing and statistically analyzing the data using the Statistical Package for the Social Sciences (SPSS), the study found a statistically significant positive impact of E-CRM on customer experience across its various dimensions, shaping positive impressions toward the services provided. In light of these findings, a set of innovative recommendations was presented, most notably the integration of AI-powered intelligent chatbots, and the adoption of modern interactive technologies that contribute to a deeper understanding of customer behaviors and preferences, thereby consistently and efficiently meeting their evolving needs.