Investigation The Effectiveness Of Customer Relationship Management Factors In Isfahan Tourism And Travel Agencies

The aim of this study is assessing the effectiveness of Customer Relationship Management factors in Isfahan tourism and travel agencies by Structural Equation Modeling (SEM). It is practical according to the goal and it’s a kind of descriptive survey in terms of methodology. Research population included all of staffs and managers at tourism and travel agencies in Isfahan in 2012 that 274 of them were selected as research sample through Cochran’s formula and the return rate of questionnaires was 93%. Data analysis has been done by SPSS20 and AMOS20 softwares. Results showed that the model in this research in terms of fit model indexes, is a decent model for assessing the condition of customer relationship management in Isfahan travel and tourism agencies. Also findings showed that all factors of customer relationship management are effective. Findings lead to better understanding of behavioral mechanisms which is an acceptable fundamental for maintaining and improving customer relationship management in tourism industry.