دراسات اقتصادية
Volume 19, Numéro 1, Pages 103-115
2025-03-09

Leveraging E-crm To Enhance Customer Experience And Drive Loyalty In Algeria’s Telecom Sector: A Case Study Of Mobilis Telecom



Authors : Malki Djihane . Zeddoun Djamel .

Abstract

This study aims to investigate the relationships among e-CRM, Customer Experience and Customer Loyalty in the context of Telecommunication sector in Algeria. The study employed regression analysis for sample data derived from 119 Mobilis Telecom Company customers since it helps to establish the impact of e-CRM on both Customer Experience and Customer Loyalty as well as the association between Customer Experience and Customer Loyalty. The results provide significant and positive effect of e-CRM on both customer experience and customer loyalty. In addition, customer experience deepens customer loyalty, thus underlining why it is important to deliver great customer experience to generate lasting customer loyalty.

Keywords

E-CRM ; Customer Experience ; Customer Loyalty ; Telecommunication sector

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