The Effect of Customer Relationship Management on Organizational Performance Aspects (Case Study: 3 to 5 Star Hotels of Mashhad)

Nikoo, Hossein; Morovati Sharifabadi, Ali

doi:10.22054/tms.2017.8467.1213

Document Type : Research Paper

Authors

¹ * Ph.D. student of Industrial-financial Management, Faculty of Economics, Management and Accounting, Yazd University,Yazd,Iran

² yazd universityAssociate Professor of Industrial Management at Yazd University,Yazd, Iran

https://doi.org/10.22054/tms.2017.8467.1213

Abstract

The purpose of the present research is to investigate the effect of CRM on organizational performance aspects in 3- to 5-star hotels of Mashhad. To do so, the effect of four CRM dimensions (including focus on main customers, CRM organization, knowledge management, and technology-based CRM) on each performance aspect (including financial affairs, customers, internal processes, and learning and development) was investigated. This is an applied study in terms of purpose and an analytical-survey study in terms of methodology. Statistical population of the study includes Managers 3 to 5 star hotels in Mashhad. Sample size of this research was determined as 63 hotels based on Krejcie and Morgan’s and Cohen’s Tables. Simple random sampling was used to collect data from questionnaires. Number of 75 questionnaires distributed among the managers of 3 to 5 star hotels in Mashhad. From 65 quastionaire that reclaimed, 63 of them were used.

Keywords

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Tourism Management Studies

The Effect of Customer Relationship Management on Organizational Performance Aspects (Case Study: 3 to 5 Star Hotels of Mashhad)

References

References

Volume 12, Issue 39
October 2017
Pages 27-48

The Effect of Customer Relationship Management on Organizational Performance Aspects (Case Study: 3 to 5 Star Hotels of Mashhad)

References

References

Volume 12, Issue 39October 2017Pages 27-48

Volume 12, Issue 39
October 2017
Pages 27-48