THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE ASPECTS (CASE STUDY: 3 TO 5 STAR HOTELS OF MASHHAD)

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NIKOO HOSSEIN; MOROVATI SHARIFABADI ALI

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Title

THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE ASPECTS (CASE STUDY: 3 TO 5 STAR HOTELS OF MASHHAD)

Author(s)

NIKOO HOSSEIN | MOROVATI SHARIFABADI ALI | Issue Writer Certificate

Keywords

CUSTOMER RELATIONSHIP MANAGEMENTQ2

ORGANIZATIONAL PERFORMANCEQ2

BALANCED SCORECARDQ2

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.

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APA: Copy

NIKOO, HOSSEIN, & MOROVATI SHARIFABADI, ALI. (2017). THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE ASPECTS (CASE STUDY: 3 TO 5 STAR HOTELS OF MASHHAD). TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), 12(39), 27-48. SID. https://sid.ir/paper/202636/en

Vancouver: Copy

NIKOO HOSSEIN, MOROVATI SHARIFABADI ALI. THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE ASPECTS (CASE STUDY: 3 TO 5 STAR HOTELS OF MASHHAD). TOURISM MANAGEMENT STUDIES (TOURISM STUDIES)[Internet]. 2017;12(39):27-48. Available from: https://sid.ir/paper/202636/en

IEEE: Copy

HOSSEIN NIKOO, and ALI MOROVATI SHARIFABADI, “THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON ORGANIZATIONAL PERFORMANCE ASPECTS (CASE STUDY: 3 TO 5 STAR HOTELS OF MASHHAD),” TOURISM MANAGEMENT STUDIES (TOURISM STUDIES), vol. 12, no. 39, pp. 27–48, 2017, [Online]. Available: https://sid.ir/paper/202636/en

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