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Linking CRM strategy, customer performance measures and performance in the hotel industry

Customer relationship management (CRM) has been increasingly adopted because of its benefits of greater customer satisfaction and loyalty, which in turn, leads to enhanced financial and competitive performance. This paper reports on a study that examines the relationship between CRM strategy and per...

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Main Authors: Abu Kasim, Nor Aziah, Minai, Badriyah
Format: Article
Language:English
Published: Faculty of Economics and Management, Universiti Putra Malaysia 2009
Online Access:http://psasir.upm.edu.my/id/eprint/39467/1/39467.pdf
http://psasir.upm.edu.my/id/eprint/39467/
http://econ.upm.edu.my/ijem/vol3_no2.htm
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spelling my.upm.eprints.394672015-08-03T05:03:26Z http://psasir.upm.edu.my/id/eprint/39467/ Linking CRM strategy, customer performance measures and performance in the hotel industry Abu Kasim, Nor Aziah Minai, Badriyah Customer relationship management (CRM) has been increasingly adopted because of its benefits of greater customer satisfaction and loyalty, which in turn, leads to enhanced financial and competitive performance. This paper reports on a study that examines the relationship between CRM strategy and performance and determines whether the use of customer performance measures plays a mediating role in the relationship between CRM strategy and performance. This study contributes to the limited literature on CRM strategy since little is known about the use of CRM strategy and customer performance measures and their relation with performance in the hotel industry in Malaysia. Data were collected through a questionnaire survey of hotels in Malaysia. Hierarchical regression analyses on a sample of 95 hotels revealed that only the information technology dimension of CRM strategy has a significant and positive effect on performance. In addition, the hypothesis concerning the role of customer performance measures as a mediator was supported. Faculty of Economics and Management, Universiti Putra Malaysia 2009-12 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/39467/1/39467.pdf Abu Kasim, Nor Aziah and Minai, Badriyah (2009) Linking CRM strategy, customer performance measures and performance in the hotel industry. International Journal of Economics and Management, 3 (2). pp. 297-316. ISSN 1823-836X http://econ.upm.edu.my/ijem/vol3_no2.htm
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Customer relationship management (CRM) has been increasingly adopted because of its benefits of greater customer satisfaction and loyalty, which in turn, leads to enhanced financial and competitive performance. This paper reports on a study that examines the relationship between CRM strategy and performance and determines whether the use of customer performance measures plays a mediating role in the relationship between CRM strategy and performance. This study contributes to the limited literature on CRM strategy since little is known about the use of CRM strategy and customer performance measures and their relation with performance in the hotel industry in Malaysia. Data were collected through a questionnaire survey of hotels in Malaysia. Hierarchical regression analyses on a sample of 95 hotels revealed that only the information technology dimension of CRM strategy has a significant and positive effect on performance. In addition, the hypothesis concerning the role of customer performance measures as a mediator was supported.
format Article
author Abu Kasim, Nor Aziah
Minai, Badriyah
spellingShingle Abu Kasim, Nor Aziah
Minai, Badriyah
Linking CRM strategy, customer performance measures and performance in the hotel industry
author_facet Abu Kasim, Nor Aziah
Minai, Badriyah
author_sort Abu Kasim, Nor Aziah
title Linking CRM strategy, customer performance measures and performance in the hotel industry
title_short Linking CRM strategy, customer performance measures and performance in the hotel industry
title_full Linking CRM strategy, customer performance measures and performance in the hotel industry
title_fullStr Linking CRM strategy, customer performance measures and performance in the hotel industry
title_full_unstemmed Linking CRM strategy, customer performance measures and performance in the hotel industry
title_sort linking crm strategy, customer performance measures and performance in the hotel industry
publisher Faculty of Economics and Management, Universiti Putra Malaysia
publishDate 2009
url http://psasir.upm.edu.my/id/eprint/39467/1/39467.pdf
http://psasir.upm.edu.my/id/eprint/39467/
http://econ.upm.edu.my/ijem/vol3_no2.htm
_version_ 1643832429793771520
score 13.211869

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