Customer relationship management as a gateway to improve marketing performance of tourism agencies in the State of Biskra
Keywords:
Customer Relationship Management, marketing performance, tourism agencies, state of BiskraAbstract
This study aims to investigate the impact of Customer Relationship Management on enhancing the marketing performance of tourism agencies in the state of Biskra. To achieve this objective, an electronic questionnaire was directed to a sample of 97 employees, and statistical data analysis was conducted using SPSS v20. The results indicate a positive effect of adopting Customer Relationship Management with its dimensions (focus on key customers, customer knowledge, customer value, customer trust) in improving the marketing performance of the studied tourism agencies.
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