Evaluating Customers Relationship Management practices. As applied to some of Egyptian Restaurants

El Gohary, Yasser; Elshaer, Ibrahim; Shehata, Ali El Sayed; El -Zoghbi, Mohamed Sayed

doi:10.21608/jaauth.2019.57536

Evaluating Customers Relationship Management practices. As applied to some of Egyptian Restaurants

Document Type : Original Article

Authors

¹ Hotels studies department, faculty of tourism and hotels, Suez canal university

² Management department- School of Business- King Faisal University- KSA; Assistant professor- Faculty of tourism and hotels- Suez Canal University- Egypt

³ Hotels studies department, faculty of tourism and hotels, Suez Canal University

⁴ Hotel studies department, faculty of tourism and hotel, Suez Canal University

10.21608/jaauth.2019.57536

Abstract

The aim of this study was to evaluate the Customer Relationship Management practices by determining its effect on the performance through a sample of study on some Egyptian restaurants, (43). The questionnaire was adopted for the collection of data. Various statistical methods were used (SPSS. No 2). Hypotheses were tested using simple and multiple regressions, averages, and standard deviations. The results showed that the level of CRM practice was high in most dimensions (customer orientation, CRM organization, customer knowledge management, technology based CRM). The performance level was also high.
The study revealed the presence of statistically significant relationship (α ≤ 0.05) between (CRM) and the performance of some restaurants. The most important recommendations of this study were Customer needs should be given top priority in restaurant strategies; it is essential to implement CRM practices in all the dimensions

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