دور نظام المعلومات التسويقية في تسيير العلاقة مع الزبون في المؤسسات المنتجة للالكترونيك بولاية برج بوعريريج

(1)

1 2017

2018

(2)

(3)

286

(4)

زاجنإ انل رسٌ نأ ىلع هٌف اكرابم ابٌط ارٌثك ادمح لله دمحلا ،عضاوتملا لمعلا اذه زاجنإ مت هنوعو الله لضفبف ثحبلا اذه

بٌرق نم ًندعاس نم لك ىلإ ركشلاب هللاخ نم هجوتأ يذلاو ةفرشملا ةذاتسلأا ركذلاب صخأو دٌعب وأ

يواٌحٌ ةدٌفم ةروتكدلا

ثحبلا اذه زاجنإ ةرتف ةلٌط اهتاداشرإو اهتاهٌجوت ىلع اذه ءارثإو ةشقانم مهلوبقل ةنجللا ءاضعأ ةذتاسلأا ركشأ امك

لمعلا

ةذتاسلأا ىلإ ةفاضلإاب :

لامج ،ةنوشنش دمحم نب

،سورع

يدٌاز ةدٌمح ،ًنٌغرت حابص ،ًطقا ةرهوج .

ىلع جٌرٌرعوب جرب ةٌلاو ًف ًندعاس نم لك ىسنأ لا امك لمعلا اذه زاجنإ

.

(5)

ءانثتسا نود ءلامزلاو ءاقدصلأا لك ىلإ

ةوعد وأ ةبٌط ةملكب ولو ةدعاسملا دٌ ًل دم نم لك ىلإ ةحلاص

ةٌساردلا ًتاٌح ًف دحاو افرح ولو ًنٌقلت ًف مهاس نم لك ىلإ ملعلا بلاط لك ىلإ

نانح

(6)

150 90

82 SPSS v20

(7)

de production électronique dans la wilaya de bordj Bou Arreridje, en tant que institutions opérant dans un secteur hautement concurrentiel.

Pour atteindre les objectifs de l étude, des donnes et des informations ont été recueillies grâce à la distribution de 150 questionnaires, 90 questionnaires sont recouvrés, dont 82 étaient valables pour l'analyse, et renforcer de la questionnaire à la rencontre pour analyser et interpréter les résultats, on a été utilisé le programme statistique SPSS v20, à travers des l’usage des séries de style statistique.

Ainsi que on a trouvé certain nombre de résultats, le plus important : le système d'information marketing a un rôle positif dans la gestion de la relation avec le client, à travers le système de recherche marketing et l'infrastructure des technologie de l’information et de la communication, cependant que ni le Système de dossiers internes ni le système d' intelligence marketing participe à la gestion de la relation avec le client, ainsi que cette étude donne sorte des résultats et des recommandations qui participent à adopter l'entreprise à système d'information marketing efficace et le profitassions pour construire et formation des relations solide et forte avec les clients

Les mot clef: Le système d'information marketing, Le Système de dossiers internes, système de

recherche marketing, système d'intelligence marketing, l'infrastructure de technologie de

l’information et de la communication, la gestion de la relation avec le client.

(8)

Abstract

The aim of this study is to investigate the role of the marketing information system through its dimensions of internal records system, marketing research system, marketing intelligence system and information technology (IT) in managing customer relationship which was analyzed for four dimensions: customer identification, customers distinguishing/ranking and the relationship sustaining with customers. To answer the study’s hypotheses, the electronic producing institutions at Bordj Bou Arreridj state have been chosen as institutions operating in a highly competitive sector.

Data and information were collected through the distribution of 150 questionnaires, to representative sample, 90of which were retrieved, 82 of which were valid for analysis. The semi- structured interview was conducted to support the questionnaire. The SPSS v20 software was used to facilitate computations as well as to have accurate results.

This research revealed that the marketing information system plays a crucial role in the customer relationship through the marketing research system and the IT. However, the marketing intelligence system as well as the internal records system do not contribute to the relationship with the customer.

This research provided a platform for the companies in terms of the necessity to adopt an effective marketing information system which might build strong relationships with customers.

Keywords: marketing information system, internal records system, marketing research system, marketing intelligence system, information technology (IT), customer relationship management.

(9)

III VI XII XIV XVI

22

23

30

33

34

35

37

39

(10)

42

43

46

47

49

50

52

53

54

55

56

57

61

62

63

64

66

71

75

77

(11)

94

97

98

101

103

107

108

109

110

113

116

125

126

(12)

133 133 135 140 143 145 145 147 149 151 157

160

161

162

163

164

167

(13)

173 175 179 179 180 187 188 191

193

194

195

196

(14)

197

201

203

208

210

212

218

222

223

225

227

230

231

235

237

238

241

249

(15)

(16)

01 26

02 29

03 66

04 76

05 78

06 105

07 111

08 168

09 196

10 197

11 200

12 202

13 202

14 203

15 205

16 207

17 209

18 210

19 213

20

214

(17)

26 220

27 221

28 222

29 225

30 227

31 232

32 233

33

233

(18)

01 24 02

26 03

31 04

33 05

36 06

43 07

46 08

49 09

63 10

73 11

84 12

93 13

104 14

106 15

107 16

108 17

109 18

122 19

138 20

(19)

(20)

01 265

02 276

SPSS 03

277

(21)

(22)

(23)

1 2 3 4

5

6

7 H

0

1 H

₀₁

(24)

2 H

02

3 H

03

4 H

04

01 X y

:

(25)

:

(26)

:

(27)

SPSS V20

1 2 2017

2017

3

(28)

4 Geant

1 2011

1

.

1

10 2011

(29)

245 81.6

2 2012

1

85 69

81,17

.

1

3 2012

(30)

3 2014

1

2014

(31)

4 2015

1

2015

(32)

107 87 81.31

spss

EIS

DSS

MIS

70

(33)

49

1

2016

(34)

6

1

35 33

95 7 Information Technology(IT) as An Improvment tool for Customer

Relatonship Management ( CRM ) Mohammad Arabzad

Mahdi

Bahrami , Mazaher Ghorbani

2

1 2014

2

. Mohammad Arabzad Mahdi Bahrami,Mazaher Ghorbani, Information Technology(IT) as An

Improvment tool for Customer,international conference on Leadership, Technology and

innovation Management.

(35)

1 2011

1

. 2 2012

2

1

2011

2

2012

(36)

25 . ⁶ 600

100 56

500 354 68 . ³

3

1

WWW.ULUM.NL

(37)

4 EN.I.CA.B

1

86 36

100

1

EN.I.CA.B

2014

(38)

5

1

2015

100 spss 300

2014

2

1

2015

2

2014 01 02 2018

http://platform.almanhal.com/Files/2/91540

(39)

6 Customer Relatonship Management:A Qualitative Cross - ^Case

analysis in the UK and Saudi Arabia Inass Ali

¹

Noortech

1

. Inass Ali, Customer Relatonship Management:A Qualitative Cross-Case analysis in the

UK and Saudi Arabia, Thesis submitted for the degree of Doctor of philosophy, Department of

Managementm, university of Stirling, Scotland, 2007.

(40)

1 2 3

4

5

6

(41)

(42)

(43)

(44)

1

2007

227

(45)

3

2009

1

07 2004

2

13 2001

3

35

(46)

1

02 2004

15 2007

1

18 تــئيبنا

يزخأ تًظنأ ةزطيس ثاربشإ تيسكع تيذغت

ثاربشإ ثاربشإ

تيسكع تيذغت ةزطيس ثاربشإ

(47)

1

2

13

1

14

2

2004

35

(48)

1

2

03 2008 20

01

25

1

2005

2

149

(49)

1

2

21

1

2011 33

2007

2

16

(50)

1

2

3 4

5

42

1

2005

2

34

26

3

27

4

. Mohamed Louadi, Introduction aux technologies de l Information et de la communication, centre de publication universitaire, Tunisie, 2005,p 62.

2012

5

217

(51)

2015 11

33

1

(52)

3

1

2

3

4

5

6

16

1

24

2

3

Robert Reix, Traitement des information, Edition Vuibert, paris,2001, p 165.

7

4

14

5

21

6

(53)

1

2

04

245

1

2004

2

57

(54)

2006

34

1

1.2

2.2

3.2

4.2

5.2

76

1

77

(55)

05 1 2001

37

(56)

1

2

3

2

1

2

34

1

36

2

39

(57)

1

2

1 2

3

25

1

26 86

2

87

(58)

4

06 2000

211

(59)

1

1992

1

70

(60)

1

2



3



181

1

2

. Philip Cotler & Dubois Bernard, Marketing Management, 11

^éme

édition , Paris-pearson, 2003, P 36.

2002

3

24

(61)

1

2009

1

56

(62)

1

1.1

2.1

3.1 2 1.2

2011

1

92

(63)



1

2.2

2

76

1

2

2008

63

(64)

1

3 1.3

2

3

2.3

4

5

4 1.4

2.4 3.4 10

64

1

62

2

78

3

63

4

78

5

(65)

07 2005 159

1

03 2012

95

(66)

Robert Willim

1

2

3

4

5

1

2016 86

114

2

307

3

17

4

2000

5

246

(67)

3

2007

1

228

2

. Ulnike May, Marketing, 2éme edition, Breal, France, 2006, p 36.

2008

3

165

(68)

1

10

08

154

1

(69)

1

53

1

(70)

1

2

115

1

2005

2

41

(71)

1

09

43

1

(72)

2011 25

1

2

3

1

2004 18

151

2

33

3

(73)

3

1

4

252

1

(74)

1

5

6

7

8

2

34

1

2002

2

213

(75)

2

3

4

317

1

167

2

214

3

37

4

(76)

Kotler & Keller

Kotler

1

2

2015

1

98

230

2

(77)

2

179

1

2004

2

67

68

(78)

1

2

3

100

1

181

2

27

3

(79)

Oxford

2

3

4

5

1

182

1

2009

2

56

76

3

56

4

2012

5

361

(80)

2 Francir oseph

Agniter 45

11 09 35

25

22

2

16

3

232

1

184

2

(81)

1

4

248

1

(82)

1

2 3

30.000

4

233

1

233

2

69

3

234

4

(83)

115

1

(84)

2

1

2

1

361

1

362

234

2

(85)

4

1

5

10

150

1

151 قيىست ءارذي

ميهحتنا طيطختنا ىيظنتنا تببقزنا

رىهًج تئيبنا يىق

تيهكنا

ىيىقت ثبيىهعًنا

ىهطًنا تب

ttttttfgftg نوبزلا مهف قوسلا مهف

-

(86)

03 2012

133

1

Hutt & Speh

134

1

(87)

Powell

1

2

61

1

2

2008

36

(88)

03

157

(89)

2

1

3

4

5

6

1

235

1

99

2

101

3

236

4

5

. Jean Jacques Lambin, La recherche marketing, édition Dixence international, paris, 1994, p04.

103

6

(90)

2

Labin

3

4

5

6

1

. Jennifer Rowley, Information Marketing, Second Edition, Ashgate Publishing Limited Gower House, England, 2006, 175.

167

2

191

3

2011

4

44

37

5

103

6

(91)

2

1

. John Williams, Op, Cit

59

2

(92)

1

2

57

1

58 319

2

320

(93)

2

1

3

4

23

1

235

2

236

3

237

4

(94)

1

2

3 4

5 6

Aaker

2003

1

107

237

2

49

3

50 237

4

107

5

105

6

(95)

51

(96)

2

1

2 3

4

1

. Gust Herrewijn, Maîtriser la croissance des PME: Gestion- gouvernance- développement, Editions De Boeck Université, Belgique, 2003, p.106.

74

2

326

3

122،123

4

(97)



3

4

5

6

1

75

1

(98)

1

04

106

2 3 4

2

158

1

159

2

160

(99)

1

105

1

(100)

1

2

05

172

1

2001

2

154

(101)

2

155

1

261

2

(102)

1 Techno

Logos Webster

1

2

3

31

1

2006

2

22

09

3

(103)

2

3

2

44

1

2

58

27

3

(104)

1

14

15 2006

(105)

2

184

1

185

2

07 2013

267

(106)

84

1

2

12 2007

1

33 34 41

2

42

(107)

1

2

1

2 2014

07

34

2

(108)

Hardware Software

1 



1

2009

15

(109)

3

2

1

2004 295

296 33

2

2000

3

193

(110)

1

1.2

2

3

1

27 28 2007

2 3

(111)

3

2.2

4

2000

1

412

301

2

2006

3

243

4

14 15

2007

(112)

Firewalls ) (

1

2

Server ) (

3

3.2

4

1997

2006

1

57

2

17 18 2006

703 58

3

59

4

. Barry Silverstein, internet marketing for information technologiy companies, Second

Edition, Maximum press, Canada, 2001, p 8.

(113)

1 2

1

2002 2003 09

05 2008 bbekhti.online.fr/doctorat/1-2.pdf 25

26

57

2

(114)

3

1

2

4

1

. Pascal Vidal et Philippe Planeixe et d autres, Système D information Organisationnels, Pearson Education, paris, 2005, p 81.

2

12

13 2005

(115)

1

44

1

45

(116)

13 2002

261

1

37

1

(117)

(118)

(119)

(120)

peter Drucker

1

2 3

4

1

2010 41

59

2

1998

3

27 2002

4

73

(121)

2

2010

1

689 2009

2

73

(122)

1 2

2

3

2015

1

39

2

Jennifer Rowley, Op cit, p 37.

3

16

(123)

1

1.1 2.1 Horny

3.1

(124)

1

4.1

2

5.1

3

1

2011 68

69

2

08 09 2010

08

70

3

(125)

2

2003

1

21 2017

2

18

(126)

1

2

14 2012

1

13 2013

2

16 ѕ

2000 1990 ѕ ѕ 1980 ѕ 1970 1950 ѕ ѕ 1920 ѕ ѕ 1800 1900 pre

(127)

2012 42

1

06 2013 18

17

1

(128)

1

PS 4

CS 4

15 Source :John Egan, relationship marketing (exploring relational strategies in marketing), 04 th edition, pearson education, England, 2011, p 30.

1

2013 149

Price

place

Product /service

Price

Cost to customer

convenience

Customer needs

communication

(129)

16 Source: Kotler et Dubois, Marketing Management, 11eme edition, pearson Edition, France, 2004, p 29.

اراطلاا

(130)

17

(131)

1

18 2009

1

407

(132)

2012 14

1

2

3

14

1

2006

2

48

04

3

1990 1980 1970 1960 1950

(133)

3

4

5

2

6

2012

1

122 2009

2

452 2008

3

307 2008

4

198

5

. John Egan, Op, Cit, P38

179

6

(134)

07 Source Adrian payne, Martin Christopher, Moira clark, Helen peck, Op, Cit p 44.

1

2

312

1

61

2

(135)

(136)

1

1 Berry(1983)

2

160

1

(137)

3

4

5

1

49

1

50

(138)

1

. L. Boyer et Burgaud D, Le Marketing avancé: Du on to one au e.busines, Troisième Tirage,

édition d'Organisation, Paris, 2001 p136.

(139)

Gestion de la Relation Client

. GRC

²

1 Microsoft

Hewlt

Packord

1

. Kristin Anderson and Carol Kerr, Customer relationship management, McGraw-Hill, United States of America, 2002, p1.

tionship Management

2

Customer Rela

CRM

(140)

(141)

1

2 Kotler

2

3

4

2014

1

136 138

2

. P. Kotler, B.Dubois ,"Marketing Management ", Pearson Education ,12 éme edition, Paris 2006 P 180.

681

3

12

4

(142)

1

(lambe)

2

3

4

5

2009

1

127

0

2

1 11

13

3

267

4

44

5

(143)

2

3

4

5

1

. Inass Ali, Customer Relatonship Management:A Qualitative Cross-Case analysis in the UK and Saudi Arabia, Thesis submitted for the degree of Doctor of philosophy, Department of Managementm, university of Stirling, Scotland, p 20.

113

2

47

3

2007

4

14 2012

5

17

(144)

Berry

2

3

19

1

. Francis Buttle, Customer relationship management –concepts and technologies-, Second editon, Elsevier,2009, p 15.

2

. Berry, Leonard L. & A.Parasuraman Marketing Services, Competing Through Quality New York, 1991. The Free Press, p 57.

113

3

(145)

1

2

3

3 1.3 1997

1

23 2010

07 692

2

694

3

(146)

1

6 8

10

85 5 15

50 70

90

2

2.3

21

1

62

2

(147)

1

2

2.3

3

1

Stanley Brown , "CRM la gestion de relation client", perason eduction ,Paris ,2006 p 41 41

2

2007

3

146

(148)

1

2

3

(149)

1

1 Customer Data Bases Data Mining

Data Warehouses

2

156

1

157

2

Philip Kotler, le Marketing selon Kotler, (Pearson éducation, Paris, 2005, P28.

(150)

1

2 Lewis and Booms

2

1

11 03

2015 576

2006

2

291

(151)

2

3

3 4 9 14 68

4

1

02 2015

95

2

11 2012

178

72

3

6

4

(152)

1

2

25

1

2012

170

73

2

(153)

4

2

2005

1

52

577

2

(154)

Dell

1

5

2 DANONE DANOE

LAFNAC

3

One to one dialogue

CRM

4

1

07 2010

370 2009

2

145

3

2012 2013 75

10

4

2011

151

(155)

1

6

2

3

4

1

EN.I.CA.B 2014

38

151

2

3

2013 99

169

4

(156)

1

2

3

4

5

6

2

115

1

704

2

704

3

704

4

116

5

211

6

(157)

1

delight

2

more

3

705

1

79

2

(158)

1

2

3

1 kotler

4

kotler & keler

5

sheth & mittal

6

48

96

1

84 24

10 2016 http://iasj.net/iasj?func=fulltext&aId=82339

706

2

63

3

110

4

706

5

137

6

(159)

2

1

3

4

Kapferer et Laurent

110

1

111

2

309

3

135

4

(160)

1

2

20

210

1

211

207

2

208

(161)

Source: Adrian payne, Martin Christopher, Moira clark, Helen peck, Relationship Marketing for competitive adventage winning and keeping customers, Plant a Tree, British ,1999 , p 45.

20

3 '

'

(162)

McKesson Corporation

1

2

80

1

2010

2

444

445

(163)

1

3

4

5

2

77

1

317

2

708

3

308

4

319

5

(164)

Psychic cost

1

WWW.ULUM.NL

(165)

21 2 2011 67

81

1

(166)

1

2

67

1

62

2

(167)

4

5

6

1

216

1

217

(168)

Pappers & Rogers

1

2

26

1

2

. Frederic Jallat, Eric Stevens, Pierre Volle, Gestion de la relation client, 2 eme édition,

Pearson Education, paris, p 09.

(169)

1

2

3

1

2009 18

163

2

3

(170)

1

2

1

Frederic Jallat, Eric Stevens, Pierre,Op, Cit, p 09,10.

2

John Williams, Op Cit, p20.

(171)

1

22

157

460

1

461

(172)

1

2

160

1

162

2

Adrian payne, Martin Christopher, Moira clark, Helen peck , , Op Cit, p39.

(173)

2

06

1

08 2003 398

32

2

(174)

1

2

46

1

2006

2

110

(175)

30 Joller

1

2

206

1

207 34

2

4

2

206

(176)

1



2

3

 20

80 



160

1

162 102

2

706

3

(177)

2

3

23

78

1

55

2

26

3

(178)

Source : Philip Cotler & Gary Armstrong, Principes de Marketing, 08 éme edition, Pearson Education , France, Paris, 2007, p 19.

25 85

5

(179)

3 9

1

2

2015

1

214

26

2

(180)

(181)

(182)

(183)

1

47

1

(184)

1

Carstensen &Winter

35

2

1

20 21 2004

375

2

(185)

1

2

3

1

20 21 2004

75

108

2

218

3

(186)

1

2

110

1

218

2

(187)

1

2

3

108

1

108

2

109

3

(188)

1

2

108

1

111

2

(189)

319

1

320

(190)

Crowley

1

1 2

1

2014

63

(191)

5

1

2

08

1

2

3

86

1

64

2

(192)

4

106

1

1 2 3

2

4

96

1

65

2

(193)

2

1 2 3 4 5

3

98

1

99

2

66

3

(194)

1

2

262

1

(195)

3

4

5

6

7

(196)

1

2

3 4 5

6 7 8

42

1

43

(197)

2

64

1

309

2

(198)

1

2

310

1

191

2

(199)

1

Joller

189

1

(200)

1

2

Usaa Usaa

Usaa USAA

65

3

69

284

1

192

2

231

3