The effect of customer relationship management on improving the quality of hotel service

Abstract

Hotel organizations seek to establish their activities in a fast-changing environment, and should look for everything they do, in the study to determine the nature of the relationship with the customer dimensions (customer gain, strengthen the relationship with the customer, the customer) in improving the quality of hotel service, the study expressed its problem of During the range of questions The study focused on whether there is a correlation and impact between the variables of the study, especially the basic question (what is the reality of applying the relationship management with the customer to achieve the quality of hotel service?), While the importance of the study was to study and analyze the reality of the management of customer relations in the researched hotels, as well as provide a framework Theoretical links between two important variables (customer relationship management, quality of hotel service) and highlight the relationship between them to achieve the highest level of satisfaction and loyalty to the premium class hotels in Baghdad. The researcher adopted the descriptive analytical approach in completing the study The questionnaire was adopted as a main tool in data collection, which included (38) items. 68 forms were distributed and retrieved. As well as conducting personal interviews as a tool in data collection, the program (Spss V.23, Amos V.18) was used in the research with the appropriate statistical methods for research, including (distribution) The study reached a number of conclusions, most notably: the validity of the correlation hypothesis and the effect between the variables addressed in the study at the macro and sub level, the study ended to Provide a set of recommendations based on the conclusions reached the most important: that the hotel management should activate the role of customer relationship management more than it is now, as well as interest in investing and activating the role of customer relationship management variables "win the customer, strengthen the relationship with the customer , 'Customer retention' in the promotion of hotel service quality variables combined.