The impact of customer relationship management on customer retention in travel and tourism organizations

Al-Hazmi, N.

Abstract: This study aims at identifying the impact of customer relationship management (CRM) on retaining customers in tourism organizations (hotels) in Al-Kharj Governorate. An analytical descriptive approach was used in this study in which a questionnaire was designed and distributed to the study sample population consisting of 200 individuals. The study reached a set of results, the most important of which are the dimensions of customers service in travel & tourism organizations (understanding and identifying the customer - developing the relationship with the customer - selecting the customer - interacting with the customer) affect the development of the relationship with their customers. The study presented a set of recommendations the most prominent of which is working to provide programs and offers presentations, to customers, which can build a strong relationship with them and enhance trust with them. There is a need to pay attention to the integrated communication programs with customers, a comprehensive study on the travel and tourism and identifying the targeted group for the services of travel & tourism organizations in the governorate.

How to cite this paper

        APA: Al-Hazmi, N. (2021). The impact of customer relationship management on customer retention in travel and tourism organizations. Management Science Letters, 11(1), 247-252.
    

        Chicago/Turabian: Al-Hazmi, N. 2021. "The impact of customer relationship management on customer retention in travel and tourism organizations." Management Science Letters 11, no. 1 (2021): 247-252.
    

        AMA: Al-Hazmi, N. The impact of customer relationship management on customer retention in travel and tourism organizations. Management Science Letters. 2021;11(1):247-252.
    

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