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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
    as

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    References listed on IDEAS

    as
    1. 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.
    2. Stern Neill, 2010. "Decomposing the effects of organizational memory on marketing implementation," Marketing Letters, Springer, vol. 21(2), pages 135-147, June.
    3. 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.
    4. 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.
    5. repec:eee:ijrema:v:26:y:2009:i:3:p:207-215 is not listed on IDEAS
    6. 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.
    7. 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.
    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.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    CRM; Marketing capability; Hotel industry;

    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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