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

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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)

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.

Suggested Citation

  • Syed Moudud-Ul-Huq & Runa Akter & Md. Shahed Mahmud & Noman Hasan, 2021. "Impact of Customer Relationship Management on Tourist Satisfaction, Loyalty, and Retention: Saint Martin's Island," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 12(3), pages 20-37, July.
    • Handle: RePEc:igg:jcrmm0:v:12:y:2021:i:3:p:20-37
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