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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

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Author Info

  • 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)

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    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.

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    File URL: http://www.econjournals.com/index.php/irmm/article/download/297/pdf
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    File URL: http://www.econjournals.com/index.php/irmm/article/view/297/pdf
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    Bibliographic Info

    Article provided by Econjournals in its journal International Review of Management and Marketing.

    Volume (Year): 2 (2012)
    Issue (Month): 4 ()
    Pages: 220-230

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    Handle: RePEc:eco:journ3:2012-03-3

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    Web page: http://www.econjournals.com

    Related research

    Keywords: CRM; Marketing capability; Hotel industry;

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    1. Stern Neill, 2010. "Decomposing the effects of organizational memory on marketing implementation," Marketing Letters, Springer, vol. 21(2), pages 135-147, June.
    2. 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.
    3. 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.
    4. Lee, Ruby P. & Naylor, Gillian & Chen, Qimei, 2011. "Linking customer resources to firm success: The role of marketing program implementation," Journal of Business Research, Elsevier, vol. 64(4), pages 394-400, April.
    5. John Mylonakis, 2009. "Customer Relationship Management Functions: A Survey of Greek Bank Customer Satisfaction Perceptions," The IUP Journal of Bank Management, IUP Publications, vol. 0(2), pages 7-31, May.
    6. Piskar Franka & Faganel Armand, 2009. "A Successful CRM Implementation Project in a Service Company: Case Study," Organizacija, De Gruyter Open, vol. 42(5), pages 199-208, September.
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