The impact of customer relationship management strategies on customer lifetime value: a case study of decathlon EL Djazair

Abstract

Customer Relationship Management (CRM) has emerged as a strategic tool for organizations aiming to s trengthen long-term relationships with their customers and maximize Customer Lifetime Value (CLV). This study seeks to measure the impact of CRM strategies—particularly personalization and customer engagement—on customer loyalty and long-term value creation within the retail sector, using Decathlon as a case study. To achieve this objective, a quantitative methodology was applied through the distribution of a structured questionnaire to 381 Decathlon customers. The data collected were analyzed using various statistical methods, including descriptive statistics, reliability analysis, correlation, and regression modeling. The findings reveal that CRM strategies have a positive and significant impact on CLV, primarily through the reinforcement of customer loyalty. Personalized CRM actions and customer engagement efforts were found to be key drivers in fostering loyalty and increasing customer value over time. These results confirm the strategic importance of customer-centric relationship management in building a sustainable competitive advantage in the retail industry