The impact of the application of marketing relations practices on the financial performance of some Egyptian hotels | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 35, Volume 11, Issue 3, 2014, Pages 129-152 PDF (326.02 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2014.57682 | ||
| Author | ||
| Ali El sayed Shehata | ||
| Hotels studies department, faculty of tourism and hotels, Suez Canal University | ||
| Abstract | ||
| This research aims at determining the impact of relationship marketing practices "CRM" (marketing communications - customer loyalty creation- customer partnership) on the financial performance standard of hotels, including improving the financial level and the duration of positive financial performance. The field study was applied to a simple random sample of marketing, sales, public relations and yield managers in five - star hotels in Cairo and Sharm El Sheikh . The research results concluded the lack of effect of (CRM) practices on the financial performance in case of applying one or two practices without the third, while applying all the three practices together showed a positive effect. The research recommended an integrated marketing orientation, based on customer retention; the study also suggested a form to measure the impact of "CRM" practices on the financial performance. | ||
| Keywords | ||
| Relationship Marketing; Financial Performance; Hotels; Egypt | ||
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