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The Elements of Customer Relationship Management and Their Impact on Customer Satisfaction: A Study of Five-Star Hotels in Malaysia

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  • Nur Sufi Nadhira Mohd Baharieman
  • Luqman Hakim Shamsul Azwan
  • Haslina Che Ngah
  • Wan Nazriah Wan Nawawi
  • Farah Adibah Che Ishak

Abstract

Customer satisfaction is a crucial factor for the success of any business. One of the most significant challenges within the hospitality industry is identifying effective strategies to satisfy and retain customers. The purpose of this study was to examine the relationship between key elements of customer relationship management (CRM)—specifically quality of service, access to service, and service features—and their impact on customer satisfaction at five-star hotels in Malaysia. The study aimed to determine the extent to which CRM enhances overall customer satisfaction. Employing a quantitative research design, data were collected through structured questionnaires from 384 local guests who had stayed at five-star hotels in Malaysia. The results reveal a significant positive correlation between the identified CRM elements and customer satisfaction. Notably, quality of service emerged as the most influential element, followed by access to services and the availability of service features. These findings underscore the critical importance of delivering high-quality service, ensuring seamless access to amenities, and providing comprehensive service features to enhance customer satisfaction. The study highlights the importance of implementing effective CRM strategies at five-star hotels to foster customer loyalty and maintain a competitive edge in Malaysia’s dynamic hospitality sector.

Suggested Citation

  • Nur Sufi Nadhira Mohd Baharieman & Luqman Hakim Shamsul Azwan & Haslina Che Ngah & Wan Nazriah Wan Nawawi & Farah Adibah Che Ishak, 2025. "The Elements of Customer Relationship Management and Their Impact on Customer Satisfaction: A Study of Five-Star Hotels in Malaysia," Information Management and Business Review, AMH International, vol. 17(1), pages 24-35.
    • Handle: RePEc:rnd:arimbr:v:17:y:2025:i:1:p:24-35
    DOI: 10.22610/imbr.v17i1(I)S.4423
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    References listed on IDEAS

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    1. Kyuho Lee & Melih Madanoglu & Inhyuck “Steve” Ha & Anisya Fritz, 2021. "The impact of service quality and customer satisfaction on consumer spending in wineries," The Service Industries Journal, Taylor & Francis Journals, vol. 41(3-4), pages 248-260, February.
    2. Mehbooba Sultana & Ditalak Mpanme & Jaynal Uddin Ahmed, 2022. "Customer Relationship Management Practices and Employee Sensitivities of Private Sector Banks: An Analysis in Indian Context," Business and Economic Research, Macrothink Institute, vol. 12(4), pages 168-182, December.
    3. Mohammad Ali Sarlak & Rasool Sanavi Fard, 2009. "The Impact of CRM on the Customer Satisfaction in Agricultural Bank," American Journal of Economics and Business Administration, Science Publications, vol. 1(2), pages 167-172, June.
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