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- W2944478334 abstract "L’environnement des cooperatives au Maroc est en mouvement permanent a l’heure actuelle, chose qui suppose la mise en place de nouvelles strategies pour s’adapter a un tel environnement et relever le defi de la performance. Ce mouvement touche tous les perimetres de la cooperative, notamment sa relation avec ses clients. L’objectif de ce papier est de montrer a travers la litterature et le terrain que la gestion de la relation avec les clients est un enjeu strategique pour la cooperative, dans la mesure ou elle impact directement sa performance, et de proposer des mesures susceptibles d’ameliorer cette derniere. En effet, nous avons pu constater que les cooperatives au Maroc ne sont suffisamment pas conscientes de l’importance de la CRM pour leur performance, et qu’elles sont dominees par un style managerial traditionnel qui neglige le digital et les fortes transformations societales. The environment of cooperatives in morocco is in constant motion at the moment; which supposes the implementation of new strategies to adapt to such environment and, to meet the challenge of performance. This movement affects all the perimeters of the cooperative, particularly its relationship with its customers. The purpose of this paper is to demonstrate through literature and the ground that managing the relationship with customers is a strategic issue for the cooperative as it directly affects its performance, as well as proposing reliable measures to ameliorate this latter. Hence, we have been able to witness that the cooperatives in Morocco are not sufficiently conscious of the importance of the CRM for their performance, and that they are dominated by an out of date managerial style, which neglect the new technologies and the social transformations." @default.
- W2944478334 created "2019-05-16" @default.
- W2944478334 creator A5031889315 @default.
- W2944478334 date "2019-04-30" @default.
- W2944478334 modified "2023-09-26" @default.
- W2944478334 title "Les Cooperatives Et La Gestion De La Relation Client (CRM) : Quelles Demarches De Perfectionnement?" @default.
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- W2944478334 doi "https://doi.org/10.19044/esj.2019.v15n10p205" @default.
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