تأثير إدارة علاقات الزبائن على الأداء التسويقي للفنادق دراسة عينة من الفنادق المصنفة بالجزائر

Résumé: The purpose of this study was to determine the impact of customer relationship management on the marketing performance of classified hotel establishments in Algeria. Customer relationship management is an independent variable that was measured based on four dimensions: focus on primary customers, customer knowledge, customer value, and customer trust. Marketing performance was measured as a dependent variable using the five dimensions: market share, sales volume, profitability, customer satisfaction, and customer loyalty. To achieve the study's goal, a questionnaire was designed for managers and heads of departments and departments for a group of Algerian hotel establishments, where primary data was collected between March 20 and October 02, 2022, as the sample included 195 employees from various Algerian hotel establishments. The descriptive analysis in the study was performed using the SPSS-20 program. The most important findings of this study were that customer relationship management has an impact on marketing performance in all dimensions in the hotel establishments under consideration. It was also discovered that customer knowledge and customer confidence are the only dimensions of customer relationship management that have an impact on marketing performance. Finally, the study presented a set of recommendations at various levels for hotel establishments in Algeria to adopt the concept of customer relationship management as an input to achieve marketing performance.

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