The mediating effect of marketing capabilities on the relationship between customer relationship management (CRM) dimensions and hotel performance

Customer Relationship Management (CRM) has become an increasingly popular academic and practical topic in the business field. In competitive environments such as the hotel industry, CRM has become a crucial strategy to increase hotel performance. However, research that investigates the relationship...

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Main Author:	Mohammad, Abdul Alem Mohammad
Format:	Thesis
Language:	eng eng
Published:	2014
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/4176/1/s92968.pdf https://etd.uum.edu.my/4176/2/s92968_abstract.pdf
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id	my-uum-etd.4176
record_format	uketd_dc
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Rashid, Basri Tahir, Shaharuddin
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Mohammad, Abdul Alem Mohammad The mediating effect of marketing capabilities on the relationship between customer relationship management (CRM) dimensions and hotel performance
description	Customer Relationship Management (CRM) has become an increasingly popular academic and practical topic in the business field. In competitive environments such as the hotel industry, CRM has become a crucial strategy to increase hotel performance. However, research that investigates the relationships between CRM dimensions (customer orientation, CRM organization, knowledge management and technology-based CRM) and hotel performance is still limited. This study empirically examines the relationship between CRM dimensions and hotel performance in Malaysia. It also investigates the mediating impact of marketing planning capability and marketing implementation capability on the relationship between CRM dimensions and hotel performance. Data was collected using survey method whereby a total of 410 questionnaires were distributed to hotel managers and yields 37.1 % response rate (152 useable questionnaires returned). The regression analysis was conducted to test the relationships among CRM dimensions, marketing planning capability, marketing implementation capability, and hotel performance. The results show a positive relationship between CRM dimensions and hotel performance. They also indicate that marketing planning capability and marketing implementation capability play a mediating role on the relationship between CRM dimensions and hotel performance. This study demonstrated that CRM organization is the main source of influence on marketing capabilities and hotel performance. Overall, this study enriches the literature by providing evidence of the importance of CRM dimensions in improving hotel performance. Additionally, it also points out to the significant mediating effects of marketing capabilities (planning and implementation) on the relationship between CRM dimensions and hotel performance. From the practical perspective, by understanding the relationship among the constructs in the research model, hotel managers could maximize the utilization of their internal resources to improve organizational performance. It is recommended that future studies should include factors such as external environment and hotel attributes that may influence the relationship between CRM dimensions and hotel performance.
format	Thesis
qualification_name	Ph.D.
qualification_level	Doctorate
author	Mohammad, Abdul Alem Mohammad
author_facet	Mohammad, Abdul Alem Mohammad
author_sort	Mohammad, Abdul Alem Mohammad
title	The mediating effect of marketing capabilities on the relationship between customer relationship management (CRM) dimensions and hotel performance
title_short	The mediating effect of marketing capabilities on the relationship between customer relationship management (CRM) dimensions and hotel performance
title_full	The mediating effect of marketing capabilities on the relationship between customer relationship management (CRM) dimensions and hotel performance
title_fullStr	The mediating effect of marketing capabilities on the relationship between customer relationship management (CRM) dimensions and hotel performance
title_full_unstemmed	The mediating effect of marketing capabilities on the relationship between customer relationship management (CRM) dimensions and hotel performance
title_sort	mediating effect of marketing capabilities on the relationship between customer relationship management (crm) dimensions and hotel performance
granting_institution	Universiti Utara Malaysia
granting_department	Ghazali Shafie Graduate School of Government
publishDate	2014
url	https://etd.uum.edu.my/4176/1/s92968.pdf https://etd.uum.edu.my/4176/2/s92968_abstract.pdf
_version_	1747827693793050624
spelling	my-uum-etd.41762022-06-02T03:26:17Z The mediating effect of marketing capabilities on the relationship between customer relationship management (CRM) dimensions and hotel performance 2014 Mohammad, Abdul Alem Mohammad Rashid, Basri Tahir, Shaharuddin Ghazali Shafie Graduate School of Government Ghazali Shafie Graduate School of Government HF5415.33 Consumer Behavior. Customer Relationship Management (CRM) has become an increasingly popular academic and practical topic in the business field. In competitive environments such as the hotel industry, CRM has become a crucial strategy to increase hotel performance. However, research that investigates the relationships between CRM dimensions (customer orientation, CRM organization, knowledge management and technology-based CRM) and hotel performance is still limited. This study empirically examines the relationship between CRM dimensions and hotel performance in Malaysia. It also investigates the mediating impact of marketing planning capability and marketing implementation capability on the relationship between CRM dimensions and hotel performance. Data was collected using survey method whereby a total of 410 questionnaires were distributed to hotel managers and yields 37.1 % response rate (152 useable questionnaires returned). The regression analysis was conducted to test the relationships among CRM dimensions, marketing planning capability, marketing implementation capability, and hotel performance. The results show a positive relationship between CRM dimensions and hotel performance. They also indicate that marketing planning capability and marketing implementation capability play a mediating role on the relationship between CRM dimensions and hotel performance. This study demonstrated that CRM organization is the main source of influence on marketing capabilities and hotel performance. Overall, this study enriches the literature by providing evidence of the importance of CRM dimensions in improving hotel performance. Additionally, it also points out to the significant mediating effects of marketing capabilities (planning and implementation) on the relationship between CRM dimensions and hotel performance. From the practical perspective, by understanding the relationship among the constructs in the research model, hotel managers could maximize the utilization of their internal resources to improve organizational performance. It is recommended that future studies should include factors such as external environment and hotel attributes that may influence the relationship between CRM dimensions and hotel performance. 2014 Thesis https://etd.uum.edu.my/4176/ https://etd.uum.edu.my/4176/1/s92968.pdf text eng public https://etd.uum.edu.my/4176/2/s92968_abstract.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Abdullah, A.A., & Mohad, H.H. (2012). 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