Impact of ECRM on the Create Competitive Advantage in Hotels of Sarein

Abstract

Simultaneously with the global expansion of tourism and hotel management, the need of expand network to communicate with customer and service providers has increased. Business and proliferation of Internet is based on services and tourism ECRM triggers the formation of a dynamic global economy. Competitive advantage for organizations, so it is understandable that are seeking to implement technologies such as ECRM tendency to be a competitive for them and their profits through increased customer satisfaction and retention. This study assessed the effect of electronic customer relationship management system to create a competitive advantage in the hotel industry is the city Sarein. Independent variable in the study of electronic customer relationship management system, which includes aspects such as improving processes, the quality of customer data and the ECRM system technology from the spirit of the model. Colleagues from the spirit of the model in 2003 was the dependent variable in this study, Competitive advantage is derived from the model in 2010 was Naido paper. A survey of hotels managers and experts of city Sarein 55 that, the sample size of 48 patients was calculated by the formula Cochran and field data collection for this study is that the questionnaire was to collect data. Data analysis and hypotheses through Rmvn spss 19 software using ANOVA and Duncan and Friedman tests were conducted the results of testing hypotheses is as follow. Means that all hypotheses were accepted by the impact of electronic customer relationship management systems (ECRM) and its dimensions, including the improvement of processes, quality and customer information systems technology has significant ECRM.