واقع تطبيق إدارة العلاقة مع الزبون الإلكترونية في الوكالات السياحية : دراسة ميدانية بالوكالات السياحية بمدينة باتنة

الملخص EN

The purpose of this study is to identify the reality of the application of Electronic Customer Relationship Management in the Travel Agencies in Batna City.

Data from the study population, estimated at 19 travel agencies, were collected through a questionnaire designed for the study purposes.

The latter used descriptive and inferential statistics methods to interpret their data and to test their hypotheses.

The results of the study indicate that electronic means are available in travel agencies under study in an appropriate manner.

However, the use of these means to communicate with customers is small and therefore there is a relative application to Electronic Customer Relationship Management in the travel agencies under study.

A number of recommendations were presented through the results.