The Impact of electromic customer relationship management on customer loyalty with an application on Misr travel

الملخص EN

During covid-19 pandemic, the electronic customer relationship management (e-CRM) has gained high significance and high growth rate on online platforms.

E-CRM is considered as one of the most important business systems, it serves as a means of widespread communication and a powerful platform.

For that reason, the main purpose of this research is to highlight the implementation of electronic customer relationship management (e-CRM), and examine the impact of e-CRM on customer loyalty in the tourism sector in general and evaluate the current situation in Misr Travel during the covid-19 pandemic in particular, in order to find out new methods for improving organization performance.

Moreover, the research provides some essential information for decision makers in Misr travel.

The research identifies the meaning of e-CRM and clarifies the critical success factors in implementing e-CRM.

In addition, the research identifies the meaning of customer loyalty and its measures, which is a very important issue for the organization.

The literature review, books and journals are used to describe the theoretical part, and help in analyzing the practical part.

Finally, the most important result of the research conducted is the positive significant relationship between e-CRM and customer loyalty.

In addition, this research presents some recommendations to the officials in the tourism sector in general and the officials in Misr travel in particular to provide a better understanding of the importance of implementing e-CRM which helps in the decision making process.