Customer relationship management impact on customers' trust in the Palestinian telecommunications company Paltel during the Covid-19 era

The current onslaught of the Corona virus as it is called the Covid-19 pandemic on business and the economy has become a source of concern in how institutions and companies are run. Companies sought to deal more effectively with customers through customer relationship management to build a sustainable relationship with them, because customers are the ones who produce the final service. This paper investigating in customer relationship management impact on customers' trust in the Palestinian telecommunications Company Paltel during the Covid-19 Era. An analytical descriptive approach has been followed; the population of the study was a survey has been constructed to test in a sample of 474 customers in Palestinian Telecommunications Company. The results showed that Reputation management during Corona pandemic had significant impact on increasing customer confidence at α ≤ 0.05, and observed also that there is a significant impact of communication, performance and Social Responsibility on customers trust at α ≤ 0.05 within the measurements customer relationship management. The study recommends that the company must pay more attention to Social Customer Relationship Management to enable its role more and give it sufficient space for innovation in the time of Spread Corona pandemic in residential communities.