The impact of CRM on customer loyalty: the customer of Algeria Telecom company as a case

Abstract

The main objective of this study is to explore the effect of CRM dimensions on customer loyalty. This study was conducted in the telecommunications company known as Algeria Telecom. The methodology applied is discriminant function analysis, and the data were collected through an online questionnaire from a sample of 100 customers. The main findings indicate that communication is the most significant CRM factor influencing customer loyalty, with cognitive loyalty being the predominant type of loyalty within the company. Thus, an effective CRM promotes the company’s ability to understand customer behavior, and improve their satisfaction and loyalty in a competitive market.