أثر استخدام إدارة العلاقة مع الزبون على جودة الخدمة العمومية - دراسة حالة مجموعة من الإدارات العمومية –
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Date
2018
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جامعة مسيلة
Abstract
The interest and desires of the citizens and the satisfaction of their needs is one of the important topics sought by public administrations to achieve. The Department can not improve the relationship with its citizens if its services are contrary to the real needs of citizens, which exacerbates the crisis of confidence between them. This research is intended to show the importance of using the relationship with the client of the public institution and understanding its behavior in achieving the quality of public service. We aim to identify the impact of the use of customer relationship management on the quality of public services in a group of public administrations and to achieve the purposes of the study. Our research section in two theoretical aspects in which we used descriptive approach in which the variables of the study were described by addressing some concepts related to In the public service, customer relationship management and the field side, in which we used the analytical approach to achieve the purposes of the study on the ground by analyzing the data collected by the questionnaire that was designed and distributed to a sample of 110 citizens. For the purposes of statistical analysis, 98 questionnaires were retrieved from the total questionnaires distributed. The results of the study indicated that there is a statistically significant impact of customer relations management on the quality of public services and the management's low interest in the immediate needs of citizens and the pursuit of satisfying them. The results of the study revealed that there is no effect of any dimension of customer relationship management in public administrations on improving the quality of public service. The study recommended that the public administration should develop its relations with its customers by adopting marketing strategies aimed at developing the relationship between the two parties.
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Keywords
Customer Relationship Management, Customer, Public Administration, Public Service.