Impact of customer relationship management on tourist satisfaction, loyalty, and retention: Saint Martin's Island

Syed Moudud-Ul-Huq; Runa Akter; Md Shahed Mahmud; Noman Hasan

doi:10.4018/IJCRMM.2021070102

Impact of customer relationship management on tourist satisfaction, loyalty, and retention: Saint Martin's Island

Syed Moudud-Ul-Huq, Runa Akter, Md Shahed Mahmud, Noman Hasan

Research output: Contribution to journal › Article › peer-review

Abstract

The aim of this study is to evaluate by using the more recent and popular marketing strategy or concept that is customer relationship management's impact on tourist satisfaction, loyalty, and retention of a specific, attractive, and amazing tourism destination: Saint Martin island. By reviewing the literature, the authors develop a proposed model and for testing this model based on data collected from 328 respondents using online media. They use PLS-SEM SmartPLS3.2.1 software. The outcome of the analysis reveals that customer relationship management (CRM) has a significant positive impact on tourist satisfaction and loyalty but failed to show a relationship with tourist retention. On the other hand, tourist satisfaction has a positive relationship with loyalty and retention whereas loyalty has a significant impact on retaining tourists.

Original language	English
Pages (from-to)	20-37
Number of pages	18
Journal	International Journal of Customer Relationship Marketing and Management
Volume	12
Issue number	3
DOIs	https://doi.org/10.4018/IJCRMM.2021070102
Publication status	Published - 1 Jul 2021
Externally published	Yes

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Publisher Copyright:
Copyright © 2021, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited.

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abstract = "The aim of this study is to evaluate by using the more recent and popular marketing strategy or concept that is customer relationship management's impact on tourist satisfaction, loyalty, and retention of a specific, attractive, and amazing tourism destination: Saint Martin island. By reviewing the literature, the authors develop a proposed model and for testing this model based on data collected from 328 respondents using online media. They use PLS-SEM SmartPLS3.2.1 software. The outcome of the analysis reveals that customer relationship management (CRM) has a significant positive impact on tourist satisfaction and loyalty but failed to show a relationship with tourist retention. On the other hand, tourist satisfaction has a positive relationship with loyalty and retention whereas loyalty has a significant impact on retaining tourists.",

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AU - Hasan, Noman

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Impact of customer relationship management on tourist satisfaction, loyalty, and retention: Saint Martin's Island

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