أثر إدارة العلاقة مع العميل إلكترونيا على تحول العملاء في المؤسسات الفندقية

Abstract

This study aimed to analyze the impact of Electronic Customer Relationship Management (E-CRM) on customer intention in hotel establishments in the municipality of Setif. To achieve the objectives of the study, a descriptive approach was adopted. Data were collected through an online questionnaire distributed to a convenience sample of 121 customers of hotel establishments in the municipality of Setif. The collected data were analyzed using SPSS. The results revealed that the dimensions of Electronic Customer Relationship Management (E-CRM) had no statistically significant effect on customer intention, indicating that traditional factors may have a greater influence on customers' decisions in the hotel establishments under study in the municipality of Setif. The study recommended enhancing the implementation of Electronic Customer Relationship Management (E-CRM) in hotel establishments in the municipality of Setif by moving beyond basic applications toward more strategic functions, thereby contributing to reducing customer intention to competitors