إدارة تجربة العميل كمدخل للتميز المؤسسي و دوره في تحقيق ولاء العميل - دراسة حالة البنك الخارجي الجزائري

Abstract

This study aimed to identify the impact of Customer Experience Management (CXM) as a modern strategic approach to achieving organizational excellence, as well as to explore the reality of customer experience practices among employees of the National Bank of Algeria (BEA) at the Ain Témouchent branch, and how this reflects on gaining customer loyalty as a mediating variable in this relationship. To address the research problem, both descriptive and analytical approaches were employed. Additionally, a questionnaire was designed and distributed to a study sample consisting of 87 individuals. The data was analyzed using the SPSS software to ensure accurate and reliable results. The study concluded that there is a statistically significant impact of customer experience management on achieving organizational excellence within the investigated bank. The results also revealed a positive impact of customer experience dimensions on organizational excellence dimensions (such as leadership, human, and service excellence). Furthermore, the results proved that customer loyalty plays a ""partial mediator"" role in this relationship. This confirms that focusing on designing an integrated customer journey directly contributes to enhancing the bank's overall organizational performance and building a sustainable competitive advantage within BEA bank branches.