Impact of Mobile Technologies in Customer Relationship Management in the Knowledge Economy Context

The rapidly expanding digitalization of exchanges has radically transformed customer relationship management. This research is part of this technological evolution and aims to analyze the impact of mobile technologies on customer relationship management in a context of increased competition and evolving expectations, preferences, and consumption habits. More specifically, the aim is to highlight the extent to which the use of mobile tools can improve customer service quality, optimize business-customer communication, strengthen customer loyalty and satisfaction, and generate new performance drivers for businesses. Based on an online questionnaire survey conducted among 180 respondents, the study highlights an improvement in accessibility, responsiveness and customer experience. However, the results show that there are certain limitations related to excessive automation and the preservation of the human dimension of interactions. At the intersection of theory and practice, this research aims to contribute to a better understanding of the challenges associated with the digital transformation of customer relations, while providing concrete elements of analysis through a study. It is therefore intended for students, teachers, researchers, marketing and customer relations professionals, as well as any organization wishing to optimize its relationship management strategy in the mobile era. Taking into account the perceptions of end users (customers) throughout this research provides a balanced view that is grounded in the reality of current practices.