Presenting a Social Customer Relationship Management Model with a Value Creation and Organizational Agility Approach in the Tourism Industry

Subject Areas : Behavioral Studies in Management

Masood Izadkhah ¹ , Sayyed Mohammadreza Davoodi ² , Rasoul Asgarpour ³ , Somayeh Salehi ⁴

1 - Management Department, Najafabad Branch, Islamic Azad University, Najafabad, Iran
2 - Management Department, Dehaqan Branch, Islamic Azad University, Isfahan, Iran
3 - Management Department, Najafabad Branch, Islamic Azad University, Najafabad, Iran
4 - Management Department, Najafabad Branch, Islamic Azad University, Najafabad, Iran

Received: 2025-04-04 Accepted : 2025-06-02 Published : 2025-06-22

Keywords: Social Customer Relationship Management, Value Creation, Organizational Agility, Tourism Industry,

Abstract :

This research is an applied-developmental research in terms of its purpose, which seeks to present a model of social customer relationship management with a value creation and organizational agility approach in the tourism industry. Based on the data collection method, it is a non-experimental (descriptive) research that was conducted using a cross-sectional survey method. The qualitative community of participants included experienced managers in the tourism industry using a purposeful method and theoretical saturation was achieved with 12 people. The quantitative community also included tourists in the country, who were estimated to be 384 people based on the Cochran formula and were selected using a simple random sampling method. Semi-structured interviews and a researcher-made questionnaire were used to collect data. Qualitative content analysis and Maxqda software were used to analyze the specialized interviews, and the data obtained from the questionnaire were analyzed using structural equation modeling and AMOS. it was determined that tourism management affects organizational agility, tourism service personalization, and value creation, and ultimately leads to destination brand image and social customer relationship management. This model shows that to successfully implement SCRM in the tourism industry, organizations need to focus on data management, organizational agility, and creating value for customers in addition to improving their customer relationship management capabilities. The findings also emphasize the importance of strategic use of social media and suggest that tourism businesses use these platforms not only for advertising, but also for analyzing customer behavior, providing personalized services, and creating meaningful interactions.

References:

الف) منابع فارسی
ابارشی، احمد؛ حسینی، یعقوب. (1390). مدل‌سازی معادلات ساختاری. تهران: جامعه‌شناسان.
اجتهادی، حسین؛ ابوالفتحی، هادی؛ شتابان، سحر. (1403). بررسی تاثیر چابکی استراتژیک سازمانی بر توسعه فعالیت های بازرگانی در بورس تهران. مطالعات رفتاری در مدیریت، 15 (40)، 158-181.
باشکوه‌اجیرلو، محمد؛ قاسمی‌همدانی، ایمان. (1402). واکاوی نقش عوامل اثرگذار بر هم آفرینی ارزش از طریق فناوری های مجهز به هوش مصنوعی و مدیریت دانش در صنعت گردشگری. کتابداری و اطلاع‌رسانی، 26 (101)، 115-142.
عبدالهی، درنا؛ مومنی، ماندانا؛ لطیفی‌بنماران، لادن. (1403). طراحی و تبیین مدل مدیریت تجربه مشتری در ایجاد ارزش و درآمد صنعت گردشگری مجازی. اقتصاد مالی، 18 (68)، 455-474.
علایی، علی؛ نیکی‌، حکیمه؛ بوداغی، حسین. (1403). الگوی طراحی تصویر ذهنی مثبت با تاکید بر فناوری دیجیتال درحوزه گردشگری استان اردبیل. جغرافیا و روابط انسانی, 6(4), 794-816.
علیپور، پژمان؛ خیری، بهرام؛ حیدری، عباس. (1401). توسعه و اعتبارسنجی الگوی هم آفرینی ارزش برند در بستر تجارت الکترونیک در صنعت گردشگری. مطالعات مدیریت گردشگری، 17 (58)، 73-99.
محمدشفیعی، مجید؛‌ رضایی‌حاجی‌آباد‌ی،جواد. (1402). تأثیر تصویر ذهنی گردشگر از مقصد گردشگری بر خلق مشترک ارزش با تاکید بر نقش میانجی عشق به مقصد. تحقیقات بازاریابی نوین، 13 (50)، 1-22.
محمدی‌، مصطفی؛ نیکزاد، فروغ؛ اسدی، شکوفه. (1402). تبیین عملکرد ارتباط با مشتری در بستر رسانه‌های اجتماعی در صنعت هتلداری (مطالعه موردی: هتل پارسیان آزادی رامسر). برنامه ریزی و توسعه گردشگری 46. 169-193.
ملایی، نوید؛ زنجیرچی‌، سیدمحمود؛ میرغفوری، سیدحبیب‌الله؛ زارع، حبیب. (1402). استقرار موفق مدیریت ارتباط با مشتری در صنعت گردشگری. گردشگری و توسعه، 12(34)، 219-232.
وظیفه‌دوست، حسین؛ صالحی، علیرضا؛ سعیدی، پرویز؛ پقه، عبدالعزیز. (1403). طراحی الگوی مدیریت ارتباط با مشتری در شبکه‌های اجتماعی مجازی مبتنی بر بازاریابی سببی. پژوهش‌های مدیریت راهبردی، 25(92)، 155-179.
یزدی‌اسماعیلی، نیلوفر؛ نادعلی‌پور، زهرا. (1402). نقش مدیریت ارتباط الکترونیک با مشتری در تسهیل انتخاب مقصد گردشگری. مطالعات مدیریت گردشگری، 15(62)، 85-122.
ب) منابع لاتین
Adriel, K., Sudarman, M. B., Smith, B., & Mustikasari, F. (2024). The effect of social customer relationships management on customer loyalty in indonesia'S e-commerce. International Journal of Professional Business Review, 9(3), e04319-e04319.
Afaq, A., Gaur, L., & Singh, G. (2023). Social CRM: linking the dots of customer service and customer loyalty during COVID-19 in the hotel industry. International Journal of Contemporary Hospitality Management, 35(3), 992-1009.
Attride-Stirling, J. (2001). Thematic networks: an analytic tool for qualitative research. Qualitative research, 1(3), 385-405.
Carvalho, P., & Alves, H. (2023). Customer value co-creation in the hospitality and tourism industry: a systematic literature review. International Journal of Contemporary Hospitality Management, 35(1), 250-273.
Demuylder, C., La Falce, J. L., Guerra, J. R. L., Viana, J. A., & Reinhold, O. (2025). Model of acceptance and use of social customer relationship management in micro and small enterprises. International Journal of Innovation, 13(1), 781-796.
Franco, M., Guimaraes, J., & Rodrigues, M. (2023). Organisational agility: systematic literature review and future research agenda. Knowledge Management Research & Practice, 21(6), 1021-1038.
Holsti, O. R. (1969). Content analysis for the social sciences and humanities, Reading, MA: Addison-Wesley.
Hopkinson, P., Perez-Vega, R., Singhal, A., & Mariani, M. M. (2022). From CRM to social CRM: A bibliometric review and research agenda for consumer research. Journal of Business Research, 151, 1-16.
John, S. P., & Supramaniam, S. (2024). Value co-creation research in tourism and hospitality management: A systematic literature review. Journal of Hospitality and Tourism Management, 58, 96-114.
Khairy, H. A., Baquero, A., & Al-Romeedy, B. S. (2023). The effect of transactional leadership on organizational agility in tourism and hospitality businesses: The mediating roles of Organizational Trust and Ambidexterity. Sustainability, 15(19), 14337.
Khristianto, W., Al Musadieq, M., Pangestuti, E., & Mawardi, M. K. (2024). Achieving organizational agility in situation of uncertainty through market sensing capability and innovation. Kasetsart Journal of Social Sciences, 45(3), 424-438.
Liapis, M. T. Sano, H., Yashima, Y., & Takebayashi, H. (2024). The role of CRM and e--CRM in the Hospitality and Tourism Industry and the reasons why they fail. Tourism Management, 101, 834-844.
Lin, Z., Arslan, A., & Rasoolimanesh, S. M. (2024). Sharing tourism experiences in social media: a systematic review. Anatolia Journal of Tourism, 35(1), 67-81.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic Inquiry. Beverly Hills, CA: Sage Publications, Inc.
Luo, Z., Guo, J., Benitez, J., Scaringella, L., & Lin, J. (2024). How do organizations leverage social media to enhance marketing performance? Unveiling the power of social CRM capability and guanxi. Decision Support Systems, 178, 114-123.
Martín-Peña, M. L., García-Magro, C., & Sánchez-López, J. M. (2024). Service design through the emotional mechanics of gamification and value co-creation: a user experience analysis. Behaviour & Information Technology, 43(3), 486-506.
Mata, M. N., Moleiro Martins, J., & Inácio, P. L. (2024). Collaborative innovation, strategic agility, & absorptive capacity adoption in SMEs: the moderating effects of customer knowledge management capability. Journal of Knowledge Management, 28(4), 1116-1140.
Miller, E., Cross, L., & Lopez. M. (2010). Sampling in qualitative research. FBB research group, 19(3), 249-261.
Mishra, A., Agag, G., Yousaf, A., & Amin, I. (2025). How and when do marketing analytics pay off in the travel and tourism industry? The role of marketing agility and fit perspective. International Journal of Hospitality Management, 126, 104-116.
Motwani, J., & Katatria, A. (2024). Organization agility: a literature review and research agenda. International Journal of Productivity and Performance Management, 73(9), 2709-2754.
Pandey, P. K., Rajkamal, R., Gond, H. K., Borlikar, R. R., & Singh, A. P. (2023). A Study of the MICE Tourism Industry's Workforce and the Variables Influencing Customer Relationship Management. Atna Journal of Tourism Studies, 18(1), 678-689.
Redjeki, F., Affandi, A., & Juju, U. (2023). The Influence Of Customer Characteristics, Bank Reputation, Customer Relationship Management On Customer Value Creation And Its Implications On Customer Trust. Marketing Intelligence & Planning, 41(2), 244-262.
Shah, S. A., Shoukat, M. H., Ahmad, M. S., & Khan, B. (2024). Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation. Journal of Marketing for Higher Education, 34(1), 344-367.
Solakis, K., Katsoni, V., Mahmoud, A. B., & Grigoriou, N. (2024). Factors affecting value co-creation through artificial intelligence in tourism: a general literature review. Journal of Tourism Futures, 10(1), 116-130.
Traskevich, A., & Fontanari, M. (2025). Resilience agility in tourism and hospitality: Empirical research using 3D modelling. International Journal of Hospitality Management, 126, 104-113.