Marketing is the key tool to improve the tourism industry. Through presenting the touristic product to the target markets, and marketing is considered the most important activity whether these are goods or services.
Marketing was known as the selling process only, but it is all the efforts and activities being made for the product to move from the supplier to the customer.
And if the marketers done their best in analysing the customer needs and updating the products and service to Meet these needs in a way which can satisfy the customer in addition to an efficient and effective pricing, promotions and distributions for these services and products will result in a growing number of satisfied customers.
And the famous thinker "Peter Durker 1973" said:
The marketing goal is to make the selling not necessarily the main activity in the marketing process, but the main point is to know and understand the customers to make the product or the service suitable for them.
Hence, it is necessary to learn the customer and analyse their needs and that is the role of customer service department in any tourism institution.
And the scientist "John Shepherd" identifies it as:
The strong, planned and effective efforts to establish a common understanding between the institution and its customers, hence; the importance of the customer service appears in making the touristic product actively demanded, through the various electronic communication tools.
And the use of technology and electronic communication tools appears clearly on the customer service department in some of the tourism institutions nowadays; therefore we find some of them have their own websites, which allows them to communicate with the customers easier and faster.
And that's why we will spot on the subject of the electronic Management of relations between the Tourism institutions, and the customers. And clarify the various electronic tools which can be used to improve the performance of the customer care department, and that shows how important is it, and can be a prediction of the vital role of electronic use in the future of the tourism industry.
The research problem
The research problem is the ability to find new ways can help the tourism institution to communicate smoothly with the customers using the most of the available electronic and activate the role of the customer service department.
The customer services department is very important and have very effective impact on many aspects of tourism, because it's working to create understanding language and good communication with the consumers using every available tool can help on creating this relation.
But there is some of the companies did not realize the importance of its relations with the clients, but his manner is typical and is not interested in studying the opinions of its customers and how to gain their trust, It isn't interested in public relations in general.
Other companies, which include the public relations department, did not give attention to the technology and electronic means to believing that the customer relationship based on personal dealings which are just Face-to-face.
Hence the importance of following up electronic surge occurring in this day and using it in the development of the approach taken in managing the customer relationship, so the researcher went to the consideration of how to develop customer relationship management using the available electronic means.
Objectives of the study:
- To spot on the effectiveness of customer services for the tourism institution and the importance of its existence.
- To identify how to manage the relationship with customers and attract new clients and gain their confidence in the product submitted through electronic means.
- Identify the electronic means which regulate the relations between clients and tourism institution and how to use them.
- Search all the problems in the way of these means - electronic means - the only attempt to deal with them to solve these problems.
- To clarify some of the ethics and the general principles this should be available in the customer service officials to complete the tasks accurately and honestly through the Internet.
- Research the requirements to be met for the application of the Public Relations system electronically.
- To spot on the constraints that may face the tourism institution for the application of the Public Relations department electronically
- There is direct relation between the public relations role of the institution and the attraction of new customers.
- the effect of using new electronic ways to strength the relations with customers and attract new customers
- Overcoming of the obstacles of using the electronic means to increase customer confidence in electronic communication.
Methodology of the study:
The study relay on the theoretical study and field study:
study the theory (official):
Through a review of books, periodicals, reports and scientific research, and some Web sites and other various statistics on the management of public relations with clients, using modern electronics and all which related to the theme of the study, this theoretical study also helped in the design and development of field study and analysis of the survey points.
- questioner: In a sample of clients ", whether Egyptians or foreigners," who frequent the tourism facilities of all kinds, whether a travel agency or airline or hotel...... Etc...
- Interviews: with some officials at the Public Relations Department at the Egyptian tourist institution such as the Public Relations Department in Egypt Air, hotels, resorts and numerous tour companies
- In a survey of some tourist institution in order to identify the means used in the Public Relations Department and whether it is to overcome all the technological or electronic to serve its customers and manage their relationship.
Determinants of study:
Determined by the specific spatial study in some of the tourism institution which exist in Cairo and meet the public relations department managers installations and some customers who frequent it, has been distributing a questionnaire to elicit feedback on how important the use of electronic means to strength the relationship with the customers.
Set the time:
Specified timeframe of the study have been split into two phases overlap: The first stage: the stage is available, including: (office available & via the Internet) and Indigenization theoretical study in order to access the importance of electronic means to enhance customer relationship and it was through some books and scientific research, and this phase lasted 3 months.
Second stage: the stage is a field study where the survey was distributed to clients, managers and the public relations section.
And that is simply the customers who use the tourism institutions in addition to some of those who work on the customer service department.
The general framework of the study
"The role of public relations in light of the changes and the global challenges of today" This chapter consists of three basic Investigations, the first topic deals with the importance of marketing through customer relations, and the second topic of planning for the establishment of relations with customers today and in the future, while the third topic of global changes and their impact on the practices of organizations, Applied to e-government.
"Basic concepts of the electronic public relations"
This chapter covers four key Investigation, the first topic addresses the concept of electronic communication, and the second topic is electronic public relations, and the third topic shows the impact of electronic commerce on the sales process, particularly the management of the electronic customer relationships, while the fourth is based on fundamental assumptions on which the electronic manage of customer relationship.
"Marketing through electronic communication with clients"
This chapter is divided into four basic Investigation, the first topic of the requirements of the application of information technology in the field of public relations, and the second topic deals with how to design the site for tourism organizations on the Internet, and the third topic of electronic documents circulation system, while the fourth topic deals with the means of electronic communication such as Telephones, Mobile Phones, E-mail, News service, News groups, Internet Chat, online marketing and E-marketing.
"The use of the telephone as a mean to contact customers electronically "Tele marketing"
Under this address included the chapter sale by telephone compared to a regular sale, the basics of selling by telephone, stage of successful call, identification of the types and levels of clients and the ways that are appropriate to each customer so convinced of the product. Determine the role that could be conducted by telephone in every stage of the life cycle of the product, the administration of the unit selling telephone and the problems and how to resolve them.
"The Internet as a mean to contact customers electronically"
This chapter addresses six Investigation as follows: the first topic: The skills of e-mail in the consolidation the relationship with clients and the second e-booking, and the third the use of electronic methods of dealing with money, and the fourth exchange of data across the Chats, News groups, Email, and V risk which could be exposure through Internet networks, and finally insurance systems used to avoid Customer exposure to electronic-crimes.
"Ethics of the practice of public relations on the Internet"
"Towards an effective application of electronic public relations"
It consists of two investigations:
The first topic deals with the obstacles which facing the implementation of electronic public relations. Second topic is the proposed solutions to reduce these constraints
"The field study and its results"
This chapter aims to analyse the data obtained from customer surveys and also the institutions of tourism workers as well as personal interviews by the researcher.
"Conclusions and Recommendations"
This chapter consists of three basic components to verify the validity of the hypotheses, the results of the study and the study's recommendations.