The effect of business intelligence on customer relationship management with the aim of increasing competitive advantage in travel agencies in Tehran

Iran Tourism Industry; To achieve the goals and programs developed, it needs to use scientific and efficient management methods to have maximum efficiency at the lowest cost, and in the field of competition needs a strategy to be unique. In this regard, gaining a competitive advantage, using business intelligence and also improving customer relationship management (tourists) can be the key to the continuation of survival and growth and prosperity in the tough competitive market of this industry. The purpose of this study is to investigate the effect of business intelligence on customer relationship management with the aim of increasing the competitive advantage that has been done at the level of travel services offices in Tehran. This research has been carried out by taking into account scientific theories in the field of business intelligence, customer relationship management and obtaining a competitive advantage, as well as in line with the need to establish BI in tourism industry businesses, especially in travel agencies, so that the effect that the use of knowledge-based To investigate BI for these companies in relation to their activities in order to create and maintain a competitive advantage. The main issue of this research is how BI or business intelligence technologies and tools can help the strategic decisions of tourism industry businesses in order to maintain their competitive advantage?

The research is descriptive and correlational. This research is one of the types of applied research in terms of benefit and purpose because its results are used to facilitate executive operations or solve problems. Also, in terms of approach, it is quantitative because it aims to measure opinions and ideas using numbers and mathematical and statistical methods. In terms of how data is collected, it is descriptive and non-experimental. In terms of the type of strategy, it is also a correlational research. In terms of the location of the research, it is natural and a field research, and because it was done in a specific time period, i.e. in the year 1400, it is cross-sectional. The standard questionnaire of this research based on the objectives and hypotheses of the research consists of 3 variables and 94 questions that were distributed through stratified random sampling among 327 statistical samples. Also, the research method is descriptive-applied and in terms of data collection, is in the category of correlational research.Results and Discussion.

The results of data analysis in SPSS and smart-PLS software showed that business intelligence has a positive and significant relationship with customer relationship management. The impact of customer relationship management on competitive advantage was also confirmed. Also, the effect of business intelligence on competitive advantage was confirmed and the relationship was positive and significant. The results of other research tests are provided along with solutions and recommendations that can be provided to improve the performance and policies of the public sector and the owners of these businesses to improve its economic indicators at the internal and external level[1]. [1]. The authors would like to acknowledge the financial support of Iran Chamber of commerce industries, mines and agricultural (ICCIMA) for this research under grant number 1204.