Customer Relationship Management and Its Impact on Reducing Service Provider Burnout
DOI:
https://doi.org/10.36322/jksc.176(D).19765Keywords:
Customer relationship management, burnout, first and second class hotelsAbstract
The purpose of the study is to diagnose the causes of psychological exhaustion of service providers and test the study model represented by the independent variable customer relationship management and its dimensions are (customer acquisition, customer relationship, and customer retention), with the dependent variable of psychological exhaustion, and its dimensions are (emotional exhaustion, a sense of low personal achievement, and a negative attitude towards oneself and towards others).
The researchers chose a sample of workers in first- and second-class hotels in Najaf Governorate, for the great and effective role provided by these hotels to the movement of tourism and hotels in Najaf Governorate in particular and the country in general, as the problem of the study is to reduce the psychological exhaustion of service providers in the hotels sample of the study.
To achieve the objectives of the study, a model was formulated consisting of two main variables, and a set of hypotheses was developed and built, which are two main hypotheses of correlation and influence, and a number of sub-hypotheses branch, and one of the most important objectives of the study is to test the scale of the level of correlation or influence in the current study model.
The researchers used the questionnaire form as a main tool to collect data related to the study sample, as the study population reached (220) workers, as the sample is (140) workers, and (165) forms were distributed to the study sample, and (147) forms were received that can be analyzed statistically, while the forms that are not retrieved and not valid for statistical analysis are (18) forms.
After evaluating and testing the credibility and stability of the study measurement tools, the hypotheses were analyzed and tested using the appropriate statistical tools through the use of the statistical analysis program (AMOS v.24), and the program (SPSS V.26), and the results showed the validity of the study hypotheses and based on them, the researchers reached a set of conclusions, the most important of which is customer relationship management is one of the important organizational assets that can enhance customer commitment and appropriate recommendations have been formulated.
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