THE IMPACT OF CUSTOMER KNOWLEDGE AND CUSTOMER RELATIONSHIP MANAGEMENT IN SERVICE QUALITY IN THE HOTEL SECTOR

Abstract

Quality of service is one of the important things for companies to gain a long-term competitive advantage. There is a connection between customer relationship management (CRM) and customer knowledge (CK) on service quality by merging companies that can build strengths, strategy and add value to their assets by processing customer data to build a long relationship with customers. Thus, this work was done to analyze to analyze how service quality is impacted by customer relationships management and customer knowledge in the hotel sector at Saudi Arabia. This study was done using quantitative research method. The sample population of this work were 24 employees from the hotel sector. The questionnaire were distributed to employees in  five different hotels. For this work, data analysis was done using SPSS software were there analysis involved were reliability, correlation and regression. The finding of this work have shown that the results of supports the hypotheses of this work and relationship between the customer relationship management (CRM) and customer knowledge (CK) and  service quality.