The role of customer relationship management components on gaining competitive advantage in Lorestan travel service offices
Keywords: Customer relationship management, competitive advantage, customer loyalty, customer retention, customer understanding,
Abstract :
The present study was conducted with the aim of investigating the impact of customer relationship management components on gaining competitive advantage in travel service offices of Lorestan province.ITis practical in terms of purpose and descriptive-survey in terms of its nature and method, and it is a field branch.The statistical population includes all the customers of travel service offices in Lorestan province, and the sample size is calculated using Karjesi and Morgan's table of 384 people, which was collected using cluster sampling method and available data.Standard questionnaires were used to collect data. The collected data were analyzed using descriptive and inferential statistical tests, including the s-k test for normalization of data distribution and bivariate regressio.The findings from the data analysis show that all components of customer relationship management, including customer understanding and separation, customer interaction, customer attraction and retention, and development and specialization have a significant impact on competitive advantage in Lorestan travel service offices.
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