The Antecedents of Customer Relationship Management and Impact on Hotels Performance in Jordan

The last decade has seen the emergence of Customer Relationship Management (CRM) as a technique to underpin organizational performance improvement in improving customer retention, customer satisfaction, and customer value. However, evidence suggests that many CRM initiatives fail to achieve desired...

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Main Author:	Alshourah, Sultan Mahmoud
Format:	Thesis
Language:	eng eng
Published:	2012
Subjects:	HD28-70 Management Industrial Management
Online Access:	https://etd.uum.edu.my/3485/1/s91755.pdf https://etd.uum.edu.my/3485/8/s91755.pdf
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id	my-uum-etd.3485
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mohd Noor, Nor Azila
topic	HD28-70 Management Industrial Management
spellingShingle	HD28-70 Management Industrial Management Alshourah, Sultan Mahmoud The Antecedents of Customer Relationship Management and Impact on Hotels Performance in Jordan
description	The last decade has seen the emergence of Customer Relationship Management (CRM) as a technique to underpin organizational performance improvement in improving customer retention, customer satisfaction, and customer value. However, evidence suggests that many CRM initiatives fail to achieve desired results. Furthermore, empirical research is still scarce.In recent years, CRM has been the favored theme for numerous studies and reports. It has also been considered as a way of capturing comparative advantages in the face of the growing competition. However, despite many studies conducted on CRM in various industries in the past 20 years, there is still significant disagreement about its definition and meaning, and the framework for the effective implementation and evaluation of CRM practice. Moreover, there is a lack of systematic empirical evidence regarding the success factors of the CRM performance, and its impact on organizational performance. To address these issues, this study examines the degree of CRM performance of hoteliers as well as the relationship between CRM performance and organizational performance. Furthermore, this research also investigated the influence of organizational and technological factors on CRM performance. In this quantitative study, a total of 98 Jordanian hotels participated by voluntarily completing the survey questionnaire, constituting an overall 49% response rate. From the analysis undertaken, it was found that the CRM performance of the respondents were at moderate degree. The research results indicated that CRM performance has a positive influence on organizational performance. Four major factors were found to have significant influence on CRM performance namely top management, customer data, customer information processing, and CRM functionality. On the other hand, factors such as customer orientation, training orientation, and data integration were not significantly related to CRM performance. Theoretical implications and managerial implications of these findings are discussed.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Alshourah, Sultan Mahmoud
author_facet	Alshourah, Sultan Mahmoud
author_sort	Alshourah, Sultan Mahmoud
title	The Antecedents of Customer Relationship Management and Impact on Hotels Performance in Jordan
title_short	The Antecedents of Customer Relationship Management and Impact on Hotels Performance in Jordan
title_full	The Antecedents of Customer Relationship Management and Impact on Hotels Performance in Jordan
title_fullStr	The Antecedents of Customer Relationship Management and Impact on Hotels Performance in Jordan
title_full_unstemmed	The Antecedents of Customer Relationship Management and Impact on Hotels Performance in Jordan
title_sort	antecedents of customer relationship management and impact on hotels performance in jordan
granting_institution	Universiti Utara Malaysia
granting_department	Othman Yeop Abdullah Graduate School of Business
publishDate	2012
url	https://etd.uum.edu.my/3485/1/s91755.pdf https://etd.uum.edu.my/3485/8/s91755.pdf
_version_	1747827583488098304
spelling	my-uum-etd.34852022-04-10T06:21:27Z The Antecedents of Customer Relationship Management and Impact on Hotels Performance in Jordan 2012 Alshourah, Sultan Mahmoud Mohd Noor, Nor Azila Othman Yeop Abdullah Graduate School of Business Othman Yeop Abdullah Graduate School of Business HD28-70 Management. Industrial Management The last decade has seen the emergence of Customer Relationship Management (CRM) as a technique to underpin organizational performance improvement in improving customer retention, customer satisfaction, and customer value. However, evidence suggests that many CRM initiatives fail to achieve desired results. Furthermore, empirical research is still scarce.In recent years, CRM has been the favored theme for numerous studies and reports. It has also been considered as a way of capturing comparative advantages in the face of the growing competition. However, despite many studies conducted on CRM in various industries in the past 20 years, there is still significant disagreement about its definition and meaning, and the framework for the effective implementation and evaluation of CRM practice. Moreover, there is a lack of systematic empirical evidence regarding the success factors of the CRM performance, and its impact on organizational performance. To address these issues, this study examines the degree of CRM performance of hoteliers as well as the relationship between CRM performance and organizational performance. Furthermore, this research also investigated the influence of organizational and technological factors on CRM performance. In this quantitative study, a total of 98 Jordanian hotels participated by voluntarily completing the survey questionnaire, constituting an overall 49% response rate. From the analysis undertaken, it was found that the CRM performance of the respondents were at moderate degree. The research results indicated that CRM performance has a positive influence on organizational performance. Four major factors were found to have significant influence on CRM performance namely top management, customer data, customer information processing, and CRM functionality. On the other hand, factors such as customer orientation, training orientation, and data integration were not significantly related to CRM performance. Theoretical implications and managerial implications of these findings are discussed. 2012 Thesis https://etd.uum.edu.my/3485/ https://etd.uum.edu.my/3485/1/s91755.pdf text eng public https://etd.uum.edu.my/3485/8/s91755.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Abbott, J., Stone, M., & Buttle, F. (2001a). Customer Relationship Management in Practice a Qualitative Study. The Journal of Database Marketing, 9(1), 24-34. Abbott, J., Stone, M., & Buttle, F. (2001b). 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