دور الحصة السوقية في تحسين العلاقة بين إدارة علاقات العملاء و الأداء بشركات السياحة المصرية

Abstract EN

This study aims to explore the mediating role of market share in improving the relationship between customer relationship management (CRM) and organization performance in Egyptian tourism companies' category (A).

Data was obtained from surveying 450 employees working in tourism companies'.

A totals of 390 responses were obtained with a response rate of 86.6% .

Smart PLS 3 was employed as the main data analysis technique to provide a more clear explanation of how some CRM practices may be more beneficial than others in enhancing the organization performance through the mediating role of market share.

The results indicate that customer orientation is one of the most effective CRM practices in market share growth, followed by Technology-based CRM, customer CRM organization and knowledge management Relevant recommendations are given.