Investigating the Egyptian travel agencies attitudes towards social media as an electronic customer relationship management instrument

الملخص EN

The social media users increased during last decade.

Scholars asserted its vital role in building customer relationships as an effective e-CRM tool.

This research aimed to assist Egyptian travel agencies to use social media in building effective electronic customer relationships.

The paucity of researches which dealt with this area increased this research importance.

The research was undertaken in three phases.

Phase one was a pilot study.

Phase two contained semi structured interviews.

Phase three concerned with social media web sites analysis.

Content analysis and Discourse analysis were used to develop a list of recommendations and steps to support Egyptian travel agencies efforts in building a productive electronic customer relationship.