The effect of service activities on customer relationship management on the Algerien service organization (case study of the national insurance company saa Tlemcen)

Abstract

This intervention aims to highlight the importance of the quality of information on the activities of the service function in the organization under study, and we have used the quality dissemination function (QFD) to obtain more accurate results by evaluating the quality of the information of the activities of the service function in the success of customer relationship management, as the latter constitutes a challenge for Most of the insurance institutions, which have become noticeably concerned with the quality and validity of their acquired service information, which ensures the satisfaction and loyalty of their customers, and thus their survival and continuity in the competitive market, the service institution is obligated to provide high quality information because of its nature, characteristics and advantages compared to other institutions.