Résumé:
The main objective of addressingthistopicis to provide a theoreticalframeworkthat identifies and defines the various concepts related to relationship marketing, especially the concepts of customerrelationship management as a modern administrative approach. Quality of service.
The results of ourstudyshowedthat the Bank "BDL"'sawareness of the concepts and procedures of managingcustomer relations, especiallywith regard to retaining the currentcustomer, winninghisfriendliness and ensuringhisloyalty, remainsweakuntilnow. The concept of customerrelationship management in BDL Bank had a true positive impact in improving the quality of the bank's services, but itisstillsignificant in meeting the ever-changing expectations of itscustomers
