The Relationship between Customer Interactions in Virtual Reality and Customer Relationship Management: The Mediating Role of Internal Customer Agility (A Field Study Applied to the Hotel Sector in Egypt)
DOI:
https://doi.org/10.36394/jhss/23/1/12Keywords:
customer interactions in virtual reality, internal customer’s agility, customer relationship management.Abstract
This research aims to determine the role of internal customer’s agility in the relationship between customer interactions in virtual reality and customer relationship management in the hotel sector in Egypt. The study was conducted on a sample of 768 respondents, divided as follows: 384 internal customers and 384 external customers. A total of 627 valid and usable questionnaires were retrieved, representing a response rate of 81.6%. The results supported the research hypothesis, which states that internal customer flexibility, as a mediating variable, has a statistically significant effect on the relationship between customer interactions in virtual reality and the effectiveness of customer relationship management in the hotels under study. In light of the research results, a set of proposed recommendations were presented, including: Strengthening the interactions of employees with customers; increasing attention to the level of agility of hotel workers, to identify changes related to customer needs and expectations and enable hotels to respond to these changes in line with their material and human resources. In addition, the study emphasized the importance of giving greater attention to customer relationship management to develop sustainable relationships with hotel customers.
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الترجمة الصوتية لمصادر ومراجع اللغة العربية: :Romanized Arabic References
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