Résumé:
Nowadays, the relational phenomenon is one of the variables of companies in different
sectors, especially in the service sector, which must take into account the customer as a
primary source of revenue and an important element that contributes to the growth of
activities in the long term. Relationship marketing is critical for the success of any business
today, particularly service organisations since it leverages the capabilities of direct marketing
to personalise its message to a diverse set of clients. The goal is to improve customer
relationships via marketing initiatives that attract and tie consumers to the brand in a long term fashion. Customer relationship management is a strategy by which the company aims to
understand, anticipate and manage the needs of its current and potential customers, with the
aim of creating profitable and lasting relationships with customers and creating a competitive
advantage. In this thesis, we will choose to analyse the CRM within a Ride-Hailing service
company "YASSIR", and then provide elements of response regarding the contribution of this
tool in improving customer loyalty. The results obtained revealed that the CRM tool allows
YASSIR to increase its efficiency, thus its market share and to gain the loyalty of its
customers in the long term.
