The Impact of Organizational Factors on Electronic Customer Relationship Management (E-CRM) Success Implementation in the Egyptian Hotels

Abstract

Effective Electronic Customer Relationship Management (E-CRM), used by many organizations, including those in the hospitality sector, has emerged as a critical strategy and one of the management philosophies with the quickest rate of adoption. The purpose of this study is to examine how organizational factors affect the effective adoption of electronic customer relationship management (e-CRM). The current study used a questionnaire to gather its data. The variables from the current study were used to generate the questionnaire. The earlier research cited in the literature review were also modified and updated for inclusion. A structured questionnaire survey was done in hotels in Luxor and Aswan to get the data. The collection consists of 103 legitimate responses from hotel managers. The outcome demonstrated that organizational characteristics have an impact on the success of e-CRM. However, there are other elements that should be taken into consideration more, with knowledge management having the greatest impact, followed by customer focus and technology. The study recommended that hotel operators and marketing directors, particularly in Luxor and Aswan, concentrate more on customer-oriented activities. The study suggests that hotels should be mindful of their organizational structure and follow with its customerorientation strategy.