Customer Value by Using the Customer Relations Management Techinque Study for a Sample of Two Retailers Customers in Salah AlDeen Governorate

Abstract

The current study aims at identifying the customer value dimensions. The two retailers in question pay attention to in an attempt to deliver it to the important customers who deal with them. In order to accomplish the objectives of the study, a hypothetical model was constructed which manifest the wide dimension of the customer value depending on the technology of customer relations management as an effective tool to gain customers and retain them. In this study (150) questionnaires were distributed to the customers of the two retailers of which (87) questionnaires were excluded. The questionnaires analyzed were (63) only and these questionnaires expressed the important customers only who deal with the retailers in question constantly. The two hypotheses of the research were tested using the mathematical mean and the cluster analysis of the variables to arrange them in clusters in accordance with their importance. The research reached a group of conclusions, most of which refer that there is a variation in the interest of the two retailers in the dimensions of customer value as the programs of supporting customer loyalty; they have not been given sufficient attention as one of the most important customer value variables. The researcher has several suggestions, most important are that the two retailers should pay more attention to the activities of supporting the customer value and innovate them as they have a vital role in stimulating customers to deal with the retailers in question..