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Customer Relationship Management (CRM) in Hotel Industry: A framework Proposal on the Relationship among CRM Dimensions, Marketing Capabilities and Hotel Performance

Author

Listed:
  • Abdul Alem Mohammed

    (School of Tourism, Hospitality and Environmental Management, COLGIS, Univerisiti Utara Malaysia, Sintok, Malaysia)

  • Basri bin Rashid

    (School of Tourism, Hospitality and Environmental Management, COLGIS, Univerisiti Utara Malaysia, Sintok, Malaysia)

Abstract

Customer relationship management (CRM) has a growing popularity and is becoming one of the hottest academic and practical topics in the business field. In fact, due to the competitive environment, CRM is crucial and has become a niche for firm performance. However, there is limited research that reveals the relationship between CRM dimensions and hotel performance. Therefore this study is an attempt to provide a value conceptual model that explains the theoretical linkages existing between CRM dimensions and hotel performance. This study serves not only to clarify the relationship between CRM dimensions and hotel performance, but also to explain the mediation role of marketing capabilities in this relationship.

Suggested Citation

  • Abdul Alem Mohammed & Basri bin Rashid, 2012. "Customer Relationship Management (CRM) in Hotel Industry: A framework Proposal on the Relationship among CRM Dimensions, Marketing Capabilities and Hotel Performance," International Review of Management and Marketing, Econjournals, vol. 2(4), pages 220-230.
    • Handle: RePEc:eco:journ3:2012-03-3
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    References listed on IDEAS

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    7. Adel Beldi & Walid Cheffi & Prasanta K. Dey, 2010. "Managing customer relationship management projects: The case of a large French TeleCommunications Company," Post-Print hal-00565506, HAL.
    8. Liu, Sandra S. & Luo, Xueming & Shi, Yi-Zheng, 2003. "Market-oriented organizations in an emerging economy: A study of missing links," Journal of Business Research, Elsevier, vol. 56(6), pages 481-491, June.
    9. Chang, Woojung & Park, Jeong Eun & Chaiy, Seoil, 2010. "How does CRM technology transform into organizational performance? A mediating role of marketing capability," Journal of Business Research, Elsevier, vol. 63(8), pages 849-855, August.
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    Citations

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    Cited by:

    1. Mohannad A. M. Abu Daqar & Ahmad K. A. Smoudy, 2019. "The Impact of Consumer Buying Behavior on Customer Relationship Management in the Banking Sector," International Review of Management and Marketing, Econjournals, vol. 9(4), pages 39-46.
    2. Mohammad Nabil Shaaban & Soha Ashraf Ghoneim, 2017. "Assessing the Effect of Customer Relationship Management on Hotels’ Marketing Performance: The Mediating Role of Marketing Capabilities – Evidence from Sharm El-Sheikh, Egypt," Tourism Research Institute, Journal of Tourism Research, vol. 18(1), pages 84-104, November.
    3. Nader Aljawarneh & Ziyad Alomari, 2018. "The Role of Enterprise Resource Planning Systems ERP in Improving Customer Relationship Management CRM: An Empirical Study of Safeway Company of Jordan," International Journal of Business and Management, Canadian Center of Science and Education, vol. 13(8), pages 1-86, June.
    4. Farzana Riva & Mohammad Rajib Uddin & Mohammad Rabiul Basher Rubel, 2020. "Effect of Customers’ Attitude, Involvement on Purchase Intention: Moderating Effect of Cause Related Marketing Campaigns," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-75, March.
    5. Maziriri E T & Chinomona E, 2016. "Modeling the Influence of Relationship Marketing, Green Marketing and Innovative Marketing on the Business Performance of Small, Medium and Micro Enterprises (SMMES)," Journal of Economics and Behavioral Studies, AMH International, vol. 8(3), pages 127-139.
    6. Yang Zhang & Su Zhang & Fu-Chieh Hsu, 2023. "Crisis Management Performance of Upscale Hotels in the Greater Bay Area, China: A Comparative Study in a Complex Institutional Situation," Sustainability, MDPI, vol. 15(6), pages 1-24, March.

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    More about this item

    Keywords

    CRM; Marketing capability; Hotel industry;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L84 - Industrial Organization - - Industry Studies: Services - - - Personal, Professional, and Business Services
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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