الفهرس 
الإطار العام للبحثيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
increasing attention lately modern concepts in marketing thought the most important of concept customer Relationship management (CRM), where this concept aims to support performance in the organization (EGD1994) (1) as it is a strategy oriented towards the customer and included identification of needs and satisfy them dependent on two entrances one of them Managerial and the other Technology (Reinartz etal., 2004) (2) in order to create a strong relationship with the customer (McKim & Hughes, 2001) (3) because the customer of the most important intangible assets in the organization must have this asset treatment and good management (Malcolm, Chen 0.2010) (4).
The importance of the CRM with the organization it is only a shortcut to manage the care of relations and continuity thus contributing to cost reduction, balancing the revenue and cost, creativity in the relationship, and restoration the customer, also it is based on four main components: (knowledge of customer management, and customer focus discerning, and technological side, and organizational and logistical side). It follows that provide added value is achieved through the value chain for CRM, which works to achieve value for the customer, and keep it with the organization.
To ensure the success of the CRM in organizations has to be the existence of the ingredients to the success of its implementation and identify errors that may lead to application failure, and to identify the organizations most frequently used for CRM banks are the most help from the this concept and its application, and by reviewing previous studies of the concept of the CRM and its relationship to the performance of the organization and its ability to achieve its goals marketing (marketing effectiveness) studies agreed that the application of this concept has positive impact on the marketing performance represented in customer satisfaction and loyalty for organizations.