مجلة المنتدى للدراسات والابحاث الاقتصادية
Volume 10, Numéro 1, Pages 501-517
2026-06-04
The Impact Of E-marketing On Improving Customer Satisfaction Through Enhanced Interactive Management: A Proposed Model Within The Framework Of Customer Relationship Management At Djezzy Company
Authors : Belhadi Abdelkader . Nezai Azzeddine .
Abstract
Abstract: This study aims to examine the role of electronic marketing in customer relationship management, a topic of growing interest for economic institutions in general, and those in the telecommunications sector in particular. Data was collected through 120 questionnaires distributed to Djezzy customers in Saida. To analyze the relationship between variables, a descriptive analytical approach was used, and the data were analyzed using the SPSS statistical software and SmartPls4. The study concluded that the telecommunications company Djezzy implemented electronic marketing and there is a positive relationship between interactive management and customer satisfaction. However, there is an indirect relationship between e-marketing and customer satisfaction, with interactive management playing a crucial mediating role.
Keywords
E-marketing ; customer relationship management ; customer satisfaction ; Interactive Management ; telecommunications company
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