Impact of Customer Relationship Management on Customer Retention in Hotels | ||
| Journal of Association of Arab Universities for Tourism and Hospitality | ||
| Article 8, Volume 21, Issue 3, December 2021, Pages 152-161 PDF (560.51 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jaauth.2021.88892.1220 | ||
| Authors | ||
| Sameh Soliman* 1; Nancy J. Kamel2 | ||
| 1Faculty of Tourism and Hotel Management Helwan University | ||
| 2Cairo Higher Institute for Tourism and Hotels | ||
| Abstract | ||
| This research aims to measure the impact of customer relationship management (CRM) on customer retention (CR) in a sample of five-star hotels in Cairo. CRM is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: improve business relationships to grow your business. A CRM system helps companies stay connected to customers, streamline processes, and improve profitability. For this purpose, online questionnaires were directed to a random sample of customers in the investigated hotels. A number of 400 forms was distributed, among them 350 forms (88%) were completed and valid for analysis. The research hypotheses tested through multiple regression using statistical package for social science (SPSS 25). The results showed that CRM positively affect CR. Also, the results illustrated that the present investigation states that this concept is well understood by the hotels as assumed by the participants' responses through the survey study. | ||
| Keywords | ||
| Customer relationship management; customer retention; customer service | ||
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