عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Objective: The aim of this study was to investigate the effect of the electronic marketing on implementation of customer relationship management in Tehran ski resorts.
Methodology: Approach with the objective, practical and based on data collection is descriptive correlational and its population, including all staff and experts and managers Ski Federation and the ski resorts of Dizin, Shemshak, Tochal and Abali as well as elite athletes and coaches skiing in Tehran with 208 people is due, because of limited number the general methods were used and finally 196 questionnaires were analyzed. To evaluate data and model parameters survey questionnaire Nicholas et al. (2013) was used which consisted of 40 items. To assess the validity used the opinion of a number of experts and to assess the reliability, Cronbach's alpha coefficient used and for electronic marketing 0/85 and customer relationship management 0/89 are calculated and finally, the model using structural equation modeling technique is tested by LISLER.
Results: The results showed that the creation and promotion of web sites, improve access through search engines and social networks have significant positive relationship with customer relationship management.
Conclusion: According to the results we can say that marketing electronic components, search engines, social networks and Web sites significantly effect on the implementation of customer relationship management on Tehran ski resorts.