The Role of Customer Relationship Management in Improving the Mental Image of the Company

Abstract

The purpose of this article is to define the role of customer relationship management in improving the mental image of the company. Through a field survey conducted on a sample of 200 customers of the Algeria Airline.  To do this, we designed a questionnaire consisting of 20 questions. It is clear that customer relationship management plays an important role in improving the mental image of the company, but the company must also take into consideration other factors which can contribute to the improvement of the latter.