Abstract
This research aims at determining the impact of relationship marketing practices CRM (marketing communications - customer loyalty creation- customer partnership) on the financial performance standard of hotels, including improving the financial level and the duration of positive financial performance. The field study was applied to a simple random sample of marketing, sales, public relations and yield managers in five - star hotels in Cairo and Sharm El Sheikh . The research results concluded the lack of effect of (CRM) practices on the financial performance in case of applying one or two practices without the third, while applying all the three practices together showed a positive effect. The research recommended an integrated marketing orientation, based on customer retention; the study also suggested a form to measure the impact of CRM practices on the financial performance.
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