Customer relationship management (CRM) has been the subject of
several studies, but the development of measuring instruments is still partial. The
present study aims at determining the dimensions of customer relationship
management in the Tunisian tourism sector, using the scale of Sin et al. (2005).
Various items in each dimension are compared to the dimensions generated in the
present study. To meet the goal of our research, we opted for exploratory qualitative
method using semi-structured individual interviews with the help of an interview
guide with sixteen interviewees. We chose tourism industry, more exactly hospitality
sector, as field of study. Respondents who are part of our target are business
managers or sales agents of various Tunisian hotels. The research allows us to
identify four dimensions of customer relationship management including: customer
orientation, CRM organization, knowledge management and CRM-based
technology. The results are consistent with the literature.