Évaluation de l'impact de la gestion de la relation client sur la valeur à vie d'un client dans les entreprises de services : Proposition d'un modèle conceptuel théorique Assessing the impact of customer relationship management on customer lifetime value in service companies: Proposal of a theoretical conceptual model

This article offers an in-depth exploration of the influence of Customer Relationship Management (CRM) on Customer Lifetime Value (CLV) in the service sector. After reviewing existing literature, we formulate hypotheses about the dynamics between CRM and CLV. The focus is on CRM's ability to enhance CLV, highlighting the role of customer segmentation, personalized offers, service quality, as well as loyalty programs and service relationship management. A conceptual model is introduced to illustrate the relationships between CRM and CLV, serving as an analytical framework to study how their interaction affects success in the service sector. The research aims to empirically validate this model through a well-defined methodology, with the objective of shedding new light on the correlation between CRM and CLV, thereby enriching the existing body of knowledge on the subject. It demonstrates that segmentation and customization of offers, precisely meeting customer expectations, not only improve their satisfaction and loyalty but also the long-term profitability of the company. Welldesigned loyalty programs play a significant role in retaining customers and increasing their lifetime value. Furthermore, exceptional customer service quality translates into positive wordof-mouth and an increase in CLV.