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Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality

Author

Listed:
  • Jassim Ahmad Al-Gasawneh

    (Department of Marketing, Faculty of Business, Applied Science Private University, Amman 11931, Jordan)

  • Khalid N. AlZubi

    (Department of Management Information Systems, Faculty of Business, Al-Balqa Applied University, Al Salt 19117, Jordan)

  • Marhana Mohamed Anuar

    (Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia)

  • Siti Falindah Padlee

    (Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia)

  • Adnan ul-Haque

    (Faculty of Business, Yorkville University, 100 Woodside Ln, Fredericton, NB E3C 2R9, Canada)

  • Jumadil Saputra

    (Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia)

Abstract

This study examines the mediating role of service quality between customer relationship management (CRM) performance dimensions and the marketing performance of Jordanian hotels using resource-based view theory and contingency theory. A self-administered survey was conducted on 162 general managers of hotels in Jordan. The data were analyzed using partial least squares structural equation modelling. The findings of the study indicated that service quality mediated the relationship between the CRM performance dimensions (key customer focus, CRM knowledge management, CRM organization, and CRM-based technology) and the marketing performance of Jordanian hotels. This study provides significant contributions to theory and practice. From a theoretical perspective, this study fills in the literature gaps by providing insights about the mediating role of service quality in the relationship between customer relationship management performance dimensions and marketing performance. For managerial contributions, this study suggested that hotels can enhance their marketing performance by focusing on service quality and customer relationship management performance dimensions, especially the key customer focus dimension.

Suggested Citation

  • Jassim Ahmad Al-Gasawneh & Khalid N. AlZubi & Marhana Mohamed Anuar & Siti Falindah Padlee & Adnan ul-Haque & Jumadil Saputra, 2022. "Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality," Sustainability, MDPI, vol. 14(2), pages 1-25, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:2:p:803-:d:722548
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    Citations

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    Cited by:

    1. Hany Hosny Abdelhamied & Ahmed Mohamed Elbaz & Bassam Samir Al-Romeedy & Tamer Mohamed Amer, 2023. "Linking Green Human Resource Practices and Sustainable Performance: The Mediating Role of Job Satisfaction and Green Motivation," Sustainability, MDPI, vol. 15(6), pages 1-18, March.
    2. Jiling Li & Zekai Lin & Xiaheng Zhang, 2023. "The Study on the Effectiveness of Sustainable Customer Relationship Management: Evidence from the Online Shopping Industry," Sustainability, MDPI, vol. 15(7), pages 1-21, March.
    3. Yong Ma & Hang Li & Yun Tong, 2022. "Distribution Differentiation and Influencing Factors of the High-Quality Development of the Hotel Industry from the Perspective of Customer Satisfaction: A Case Study of Sanya," Sustainability, MDPI, vol. 14(11), pages 1-20, May.

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