ادارة الجودة الشاملة - القيادة الادارية- التحسين المستمر-  تحسين العمليات - تسويق العلاقة- الالتزام- قيمة الزبون- الثقة- التعاطف- اكتساب الزبون- ولاء الزبون- رضا الزبون- الاحتفاظ بالزبون- ربحية الزبون.
                                                        
                                                                                                                                                                                                                                                                                                            
                                                            total quality management
                                                        
                                                                                                            
                                                            administrative leadership
                                                        
                                                                                                            
                                                            continuous improvement
                                                        
                                                                                                            
                                                            process improvement
                                                        
                                                                                                            
                                                            relationship marketing
                                                        
                                                                                                            
                                                            commitment
                                                        
                                                                                                            
                                                            customer value
                                                        
                                                                                                            
                                                            confidence
                                                        
                                                                                                            
                                                            compassion
                                                        
                                                                                                            
                                                            customer acquisition
                                                        
                                                                                                            
                                                            customer loyalty
                                                        
                                                                                                            
                                                            customer satisfaction
                                                        
                                                                                                            
                                                            customer retention
                                                        
                                                                                                            
                                                            customer profitability
                                                        
                                                                                                                                                                                         
                                                                        
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                                        Purpose: This research seeks to provide a point of view based on the creation of sustainable value to the customer of the banks in the context of total quality management and relationship marketing. It aims to develop a model to measure the value of sustainable customer peduncular under total quality management PAL (administrative leadership, involvement of employees, continuous improvement, process improvement, staff training), through the mediation of relationship marketing and objective dimensions (administrative leadership, involvement of employees, continuous improvement, improving processes , staff training), and to explore any of the variables and dimensions more influential in the creation of sustainable value to the cust
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