Role of Electronic CRM In Achieving the Institutional Excellence of SkyTeam Alliance Companies

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PhD Researcher in Business Administration - Arab Academy for Banking, Financial and Administrative Sciences Member of the Training Authority and former Director General of Institutional Communication, Technical and Vocational Training

Abstract

Technological development has contributed to activating the role of the electronic market, which has helped to build relationships between various companies and their audience on a large scale, which is known as electronic Customer Relationship Management (E-CRM), where the internet allows buyers from all over the world to share opinions and comments about a product or service, which is vital and requires the attention of marketing and Public Relations men to companies, so this study aimed to identify the role of electronic Customer Relationship Management in achieving corporate excellence for SkyTeam alliance companies (SkyTeam) by applying to Saudi Arabian Airlines, and to answer the research question, this study applied the descriptive-analytical approach in describing The study concluded that the application of combined customer relationship management (attracting customers, classifying customers, creating added value for distinguished customers, maintaining customers), contributes to achieving institutional excellence of the organization in its dimensions (leadership excellence, human excellence, service excellence).

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