Investigating the effect of customer relationship management performance on brand image through the mediation of perceived value

The management of customer relationships is the connection point between organizations such as tourism facilities and potential and actual customers. Proper management can improve the brand image of tourism facilities by providing accurate information, awareness of current and future services, and offering various sales and motivational plans that attract tourists. With proper customer relationship management, not only is the perceived value of services by guests improved, but the brand image of the tourist destination or facility is also improved, leading to attraction and loyalty of tourists. This research is a practical and descriptive study using a standard questionnaire as a data collection tool. The statistical population of the study is all tourists in Mashhad in the year 2021, and the sample size is 384 people. Non-random sampling method was used. Exploratory and confirmatory factor analysis and structural equation modeling were used to test the hypotheses. The results show that customer relationship management has a positive and significant effect on brand image, and perceived value mediates this effect. This result indicates that focusing on improving and strengthening relationships with customers leads to enhancing the brand image.