Abstract
Our work is interested in understanding the of customer relationship management within the Arab International Bank of Tunisia (BIAT), through the project Mobile-Dinar. The contribution of this work is to understand the factors of failure of the Mobile-Dinar since we noted, following the discussions with senior officers of the BIAT, that this service remains ignored with a very much reduced number of users, and this in spite of its launching in April 2011. To collect information likely to allow us to understand the reasons of failures of this project, we managed a questionnaire with the customers of one of the agency of the bank.
In addition, interviews were carried out with the persons in charge having been implied in this computing project. Recommendations were proposed following the results that we obtained.
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Romdhane, E.B., Bouchioua, Y. (2014). The Customer Relationship Management at the Era of Smartphones: Study of the Project Mobile-Dinar within the Arab International Bank of Tunisia. In: Benghozi, P., Krob, D., Lonjon, A., Panetto, H. (eds) Digital Enterprise Design & Management. Advances in Intelligent Systems and Computing, vol 261. Springer, Cham. https://doi.org/10.1007/978-3-319-04313-5_2
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DOI: https://doi.org/10.1007/978-3-319-04313-5_2
Publisher Name: Springer, Cham
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