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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