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L’impact de la crise sanitaire et des spécificités de la PME familiale sur les stratégies de la gestion de la relation client : Cas d’une PME familiale marocaine

Author

Listed:
  • Chifae El Hail

    (Laboratoire d'Études et de Recherches en Sciences Économiques et de Management (LERSEM), Ecole Nationale de Commerce et de Gestion (ENCG El Jadida), Université Chouaib Doukkali.)

  • Mustapha El Koraichi

    (Laboratoire d'Études et de Recherches en Sciences Économiques et de Management (LERSEM), Ecole Nationale de Commerce et de Gestion (ENCG El Jadida), Université Chouaib Doukkali.)

Abstract

Ce papier étudie l'incidence de la crise du Covid-19, des caractéristiques et des spécificités de la PME Familiale sur l'adoption et la mise en œuvre des stratégies de Gestion de la relation client (GRC). Après une revue de littérature menée pour recenser les travaux traitant la GRC au sein des PME familiales, il a été prouvé que très peu d'études ont abordé ce sujet. D'où la valeur ajoutée de ce papier qui a montré à travers l'étude du cas d'une PME familiale que la crise sanitaire du Covid-19, la volonté de pérennisation et de transmission de la PMEF, l'implication du gérant propriétaire, la préservation de la réputation de la famille, la sauvegarde de la souveraineté de la famille sur l'entreprise et l'indépendance financière, sont des éléments majeurs qui impactent le processus et les stratégies de GRC.

Suggested Citation

  • Chifae El Hail & Mustapha El Koraichi, 2021. "L’impact de la crise sanitaire et des spécificités de la PME familiale sur les stratégies de la gestion de la relation client : Cas d’une PME familiale marocaine," Post-Print hal-05265705, HAL.
    • Handle: RePEc:hal:journl:hal-05265705
    Note: View the original document on HAL open archive server: https://hal.science/hal-05265705v1
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    References listed on IDEAS

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