أثر إدارة علاقات الزبائن في تحقيق الريادة في المؤسسات الفندقية : دراسة ميدانية

الملخص EN

This paper aims to investigate the impact of practices on achieving pioneering in hotel organizations in Algeria.

The data was collected through distributing questionnaires on the hotel employees.

A total of 57 questionnaires have been collected using convenience sampling.

through the simple linear regression analysis, findings showed that the four dimensions of CRM (key customer focus, CRM organization, knowledge management, and technology-based CRM) impact significantly on achieving pioneering in hotel organizations.

Finally, the study recommended managers of hotels (public & private) to invest in effective CRM and make good use of information provided by customers.

Key words: CRM; pioneering; hotels; Algeria.

Jel Classification Codes: M19, M31