The Impact of Customer-Centric Marketing on The Customers’ Retention in The ‎Egyptian Hotels

Saber, Ayda Fayez; Abd Eljalil ‎, Sabreen G.; Zaki, Michael; Abbas, Tamer Mohammed

doi:10.21608/ijthm.2021.206805

The Impact of Customer-Centric Marketing on The Customers’ Retention in The ‎Egyptian Hotels

Document Type : Original Article

Authors

¹ Researcher, Faculty of Tourism and Hotels, Luxor University, Egypt

² Faculty Of Tourism and Hotels, Luxor University, Egypt

³ King Salman International University, Egypt

10.21608/ijthm.2021.206805

Abstract

The Egyptian hotels have to protect and increase market share through creating customers’ retention with the customers through effective Customer-Centric Marketing “CCM” strategies such as permitting customers to customize their own services to their personal needs and requirements using electronic tools, personalizing communications and marketing to each individual customer. Customers’ retention is particularly important for the Egyptian hotels today. The firms need the relevant, adequate and timely information about the different facets of their customers to be able to customize the products and services to respond to their specific needs. To meet this challenge the hotels have started to incorporate technology in their business processes that has given birth to a new concept of CCM.The study aims to clarify the effect ofCCM on sustainable customers’ retention in the Egyptian hotels.
Data collection: Self-administered questionnaires include the guests’ expectations about evaluate the impact of CCM on the customers’ retention in the Egyptian hotels. A survey was carried out on (42 Egyptian five star hotels in `Cairo, Luxor and Aswan, Hurghada, and Sharm El Sheikh. The majority of the respondents think CCM practices by the hotel plays a major role in influencing your choice for this hotel. Most of them explain their response that the CCM practices are very important and attractive element to select the hotel. While in the other hand the few respondents that there are many factors working together to attract the guest such as price, promotion, product and service quality, the facilities and the atmosphere. Recommendations: Always make sure to have good CCM service provided and good service provider. Include the logo of the customer is the actual boss of the hotel in its strategy. The shift to naming guests as dear guests, Raising the employees ’awareness of the importance of CCM, their satisfaction and loyalty as tools of guaranteed production in the context of their retention, through systematic training and enlightening meetings with employees.

Keywords