Evaluating Customers Relationship Management practices. As applied to some of Egyptian Restaurants | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 22, Volume 16, Issue 1, June 2019, Pages 222-231 PDF (299.71 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2019.57536 | ||
| Authors | ||
| Yasser El Gohary1; Ibrahim Elshaer2; Ali El sayed Shehata3; Mohamed Sayed El -Zoghbi4 | ||
| 1Hotels studies department, faculty of tourism and hotels, Suez canal university | ||
| 2Management department- School of Business- King Faisal University- KSA; Assistant professor- Faculty of tourism and hotels- Suez Canal University- Egypt | ||
| 3Hotels studies department, faculty of tourism and hotels, Suez Canal University | ||
| 4Hotel studies department, faculty of tourism and hotel, Suez Canal University | ||
| Abstract | ||
| The aim of this study was to evaluate the Customer Relationship Management practices by determining its effect on the performance through a sample of study on some Egyptian restaurants, (43). The questionnaire was adopted for the collection of data. Various statistical methods were used (SPSS. No 2). Hypotheses were tested using simple and multiple regressions, averages, and standard deviations. The results showed that the level of CRM practice was high in most dimensions (customer orientation, CRM organization, customer knowledge management, technology based CRM). The performance level was also high. The study revealed the presence of statistically significant relationship (α ≤ 0.05) between (CRM) and the performance of some restaurants. The most important recommendations of this study were Customer needs should be given top priority in restaurant strategies; it is essential to implement CRM practices in all the dimensions | ||
| Keywords | ||
| Customer Relationship Management; performance; Customer orientation | ||
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