The Relationship and Impact of Customer Relationship Management Techniques on Service Quality: An Exploratory Study in the Dora Municipality

Abstract

The research aims to shed light on the nature of the use of customer relationship management techniques and know their impact on the quality of service provided by the Dora municipality to citizens. The research adopted the descriptive analytical approach through the questionnaire tool, and many results were reached, the most important of which was that the techniques of customer relationship management have a clear impact on the quality of services provided by the municipality. The study sample was random, consisting of (194) of the 437 employees in various departments and specializations (senior, middle and executive management), (administrators and supervisors of service activities in all departments of the municipality). Statistical tools (Facronbach coefficient, weighted mean, standard deviation, correlation analysis, as well as regression analysis) were adopted. The most important results of the analysis were that customer relationship management techniques have a tangible impact on the quality of service provided to the customer, and working with them leads to a clear improvement in efficiency and quality. Services provided by the municipal department. Among the conclusions of the research, it was found that the municipality suffers from the lack of software and manpower specialized in technical work related to customer service despite the availability of the required devices, and the most important thing that was recommended is the development of the work system to improve the quality of services provided through training workers more focused as well as benefiting from The labor force as a daily wage earner who has a technical administrative specialization.