أثر إدارة عالقات الزبائن الالكترونية في أولويات الميزة التنافسية دراسة ميدانية على قطاع الفنادق الخمس نجوم في عمان– الاردن The Impact of Electronic Customer Relationship Management “E-CRM” on the Competitive Advantage priorities A Field Study on the Five-Star Hotels Sector in Amman-Jordan

الدجانى, فاروق اهاب (2017) أثر إدارة عالقات الزبائن الالكترونية في أولويات الميزة التنافسية دراسة ميدانية على قطاع الفنادق الخمس نجوم في عمان– الاردن The Impact of Electronic Customer Relationship Management “E-CRM” on the Competitive Advantage priorities A Field Study on the Five-Star Hotels Sector in Amman-Jordan. Masters thesis, جامعة الشرق الاوسط.

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Abstract

This study aims to identify the impact of E-CRM (customer acquisition, customer selection, customization and customer retention) on competitive advantage priorities (integration, differentiation, cost reduction, creativity, and flexibility).The study sample consisted all of employees, executives managers, managers and department heads in the department of Customer Relationship Management. The study used Purposive sample method by collecting data via questionnaire. (191) questionnaires were distributed among (13) hotels in Amman city, and after reviewing these questionnaires the researcher found that some of them should be excluded due to their lack of validity for analysis. Thus, the study was limited to (185) represents (96.8%) of the total distributed questioners. The researcher used numbers of statistical methods, such as multiple regression, and after hypothesis analysis, the study reached a number of results that show the Electronic Customer Relationship Management have a statistically significant impact on achieving competitive advantage priorities (integration, differentiation, cost reduction, creativity, flexibility). The researcher suggest a number of recommendations, the most important of ف which is that hotel managers conduct a training session for staff and department heads on the effectiveness of selecting high value customers, which helps to build a clear vision of programs compatible with the hotel plans to acquire new customers and retain existing customers. Key words: Customer Acquisition, Customer Choice, Customization, Customer Retention, Integration, Differentiation, Cost Reduction, Creativity and Flexibility

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