أثر تطبيق ممارسات التسويق في الأداء المالي ببعض الفنادق المصرية

العناوين الأخرى

The impact of applying customer relationship marketing practices (CRM)‎ on the financial performance of some Egyptian hotels

المؤلف

مرسي، علي السيد شحاتة

المصدر

مجلة اتحاد الجامعات العربية للسياحة و الضيافة

الناشر

جامعة قناة السويس كلية السياحة و الفنادق

تاريخ النشر

2014-12-31

دولة النشر

مصر

عدد الصفحات

24

التخصصات الرئيسية

العلوم الاقتصادية والمالية وإدارة الأعمال

الملخص الإنجليزي

This research aims at determining the impact of relationship marketing practices "CRM" (marketing communications - customer loyalty creation- customer partnership) on the financial performance standard of hotels, including improving the financial level and the duration of positive financial performance.

The field study was applied to a simple random sample of marketing, sales, public relations and yield managers in five - star hotels in Cairo and Sharm El Sheikh .

The research results concluded the lack of effect of (CRM) practices on the financial performance in case of applying one or two practices without the third, while applying all the three practices together showed a positive effect.

The research recommended an integrated marketing orientation, based on customer retention; the study also suggested a form to measure the impact of "CRM" practices on the financial performance.

نوع البيانات

أوراق مؤتمرات

رقم السجل

BIM-814095

• APA
• MLA
• AMA