TIC IN THE IMPROVEMENT OF CUSTOMER RELATIONS. Case of Malagasy SMEs

Abstract

Subjected to a stronger competitive pressure, companies have greater requirements in terms of communication. In order to strengthen their position on the market, company managers are turning to TIC, which offers increasingly innovative means and tools of communication. The new communication challenges facing modern companies can be effectively met by using TIC. But the problematic that arises is how TIC could help companies in their relations with customers? The objective of this work is therefore to identify the place of TIC in the relationship of companies with their customers. The results of a survey of a sample of 120 companies have confirmed that TIC improves the relationship of the company with its customers.