The role of electronic customer relationship management in the tourism industry using structural equation modeling

Document Type : Original Article

Authors

1 flat no. 202 - Sunny Vesta Clourt - Nikou Kazantzaki street 17 Oroklini

2 Department of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

10.22034/JHI.2021.266671.1018

Abstract

This study aims at examining the role of electronic customer relationship management in the tourism industry. The research method was descriptive-correlational. The statistical population was the employees of tourism companies, institutions, activists, and enthusiasts in Tehran. 300 people were selected as a sample, and 189 questionnaires were examined. To collect data, a questionnaire was used. Data were analyzed using structural equation modeling. The findings showed a relationship between the E-CRM system components (including system quality, information quality, service quality) and customer satisfaction in the tourism industry.

Keywords