CRM dimensions of the Saudi tourism sector

Purpose: This study aims to identify the dimensions of customer relationship management (CRM) within the Saudi tourism sector and to compare these dimensions with those established in the literature. Design/methodology/approach: The study conducted semi-structured interviews with sixteen hotel managers or sales agents. These interviews took place face-to-face at the hotels, guided by an interview model, and were either recorded or documented in writing. The primary goal was to capture the interviewees' spontaneous perspectives, allowing them the freedom to express their thoughts on the topic in their own way. Findings: The interviews revealed four key dimensions of CRM specific to the Saudi tourism sector, which align with Sin et al’s scale and its related items. These dimensions include: (1) Key customer management orientation, (2) CRM organization through expert oversight, (3) Knowledge management, and (4) Technology-based CRM.