The key success factors on the customer relationship management system in travel agencies

In the 21st century,tourism abroad has become a trend for domestic people that the competition among travel agencies has become fierce. to stand out in the highly competitive environment,constantly pursuing new development through innovation is necessary. travel agencies therefore have to establish effective customer relationship management system to precisely segment customer preference,find out the potential demands of customers,and further promote acceptable tourism products. the earnings and the development of travel agencies can be merely maintained by providing customers with required products. based on the concept of customer relationship management system,this study applies analytic hierarchy process (ahp) to establish the hierarchy model with the dimensions of technology,organization,and function,i.e. to layer,structuralize,and quantify the indicators in customer relationship management system. by investigating the supervisors and the employees in travel agencies,it tends to establish the indicators in customer relationship management system and the priority system. the research outcomes show that (1) the experts rank the priority and importance of the three evaluation factors as organization,technology,and function and (2) user participation appears the highest global consistency,followed by development platform/technology familiarity,and support of top managers is mostly emphasized. © 2013 pakistan journal of statistics.