The impact of customer relationship management on customer retention in travel and tourism organizations

This study aims at identifying the impact of customer relationship management (CRM) on retaining customers in tourism organizations (hotels) in Al-Kharj Governorate. An analytical descriptive approach was used in this study in which a questionnaire was designed and distributed to the study sample population consisting of 200 individuals. The study reached a set of results, the most important of which are the dimensions of customers service in travel & tourism organizations (understanding and identifying the customer -developing the relationship with the customer -selecting the customer -interacting with the customer) affect the development of the relationship with their customers. The study presented a set of recommendations the most prominent of which is working to provide programs and offers presentations, to customers, which can build a strong relationship with them and enhance trust with them. There is a need to pay attention to the integrated communication programs with customers, a comprehensive study on the travel and tourism and identifying the targeted group for the services of travel & tourism organizations in the governorate.