نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار جهاد دانشگاهی یزد، یزد، ایران؛
2 دانشجوی دکترای گردشگری، گروه مدیریت جهانگردی، دانشکده علوم انسانی، دانشگاه علم و هنر، یزد، ایران؛
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Since one of the ways to maintain loyal customers is customer relationship management (CRM), it is essential to understand the factors that influence it. Various studies have been conducted in this area. The purpose of the present study is to investigate the impact of organizational culture (adaptation, engagement, adaptability and mission) on customer relationship management (focus on key customers, process organization, knowledge management and modern technologies) in the hotel industry. The research method is quantitative, applied and descriptive-correlation. Denison (1990) standard questionnaire and Customer relationship management questionnaire (Sinn et al. (2005)) were used to measure organizational culture. The statistical sample of the study was randomly selected from four-star hotel staff and managers in Yazd city And the conceptual model of research has been analyzed and analyzed using partial least squares structural equation modeling (PLS-SEM). Research findings show that organizational culture has a significant impact on customer relationship management in hotel industry.
کلیدواژهها [English]