Impact of Customer Relationship Management on Tourist Satisfaction, Loyalty, and Retention: Saint Martin's Island

Syed Moudud-Ul-Huq, Runa Akter, Md. Shahed Mahmud and Noman Hasan
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Syed Moudud-Ul-Huq: Mawlana Bhashani Science and Technology University, Bangladesh
Runa Akter: Mawlana Bhashani Science and Technology University, Bangladesh
Md. Shahed Mahmud: Mawlana Bhashani Science and Technology University, Bangladesh
Noman Hasan: Mawlana Bhashani Science and Technology University, Bangladesh

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2021, vol. 12, issue 3, 20-37

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.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jcrmm0:v:12:y:2021:i:3:p:20-37

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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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