The Role of Electronic Customer Relationship Management in Tourism Sector: A Case Study of the Egyptian Travel Agencies

Document Type : Original Article

Author

Department of Tourism Studies - Faculty of Tourism and Hotels - Sadat City University

Abstract

It is commonly accepted nowadays that knowing the customers is important for running successful e-business in tourism.
Electronic Customer Relationship Management (e-CRM) is a relatively new approach for travel agencies to manage and
understand their customers in order to provide better quality products and services. The purpose of this study is to
highlight the important role of Electronic Customer Relationship Management for tourism sector in Egypt from the
Egyptian travel agencies' viewpoint. A survey approach was implemented to collect data from 350 respondents from
travel agencies using a completed questionnaire technique. The outcomes of the present study show that travel agencies
in Egypt still need more efforts to achieve successful CRM, through the implementation of applications. The study also
describes the e-CRM models of interaction between tourism companies and their customers at both local and global levels.
It concludes that the e-CRM should be looked at as a basis for a company's competitive advantage and marketing, because it enables organizations to understand and capitalize on the knowledge they have about their customers with the aim of maximizing profitability.

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