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The influence in CRM dimensions on marketing capabilities in hotel industry

The aim of this study is to examine the influence of CRM dimensions (i.e., customer orientation; CRM organization, knowledge management, and technology based CRM) on marketing capabilities in hotel industry.Data was collected using survey method whereby a total of 410 questionnaires were distributed...

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Main Authors: Mohammed, Abdulalem, Rashid, Basri, Tahir, Shaharuddin
Format: Conference or Workshop Item
Language:English
Published: 2016
Subjects:
GV Recreation Leisure
HD Industries. Land use. Labor
Online Access:http://repo.uum.edu.my/19841/1/BAFE%202016%201%208.pdf
http://repo.uum.edu.my/19841/
http://www.utar.edu.my/bafe/
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spelling my.uum.repo.198412017-04-30T08:03:39Z http://repo.uum.edu.my/19841/ The influence in CRM dimensions on marketing capabilities in hotel industry Mohammed, Abdulalem Rashid, Basri Tahir, Shaharuddin GV Recreation Leisure HD Industries. Land use. Labor The aim of this study is to examine the influence of CRM dimensions (i.e., customer orientation; CRM organization, knowledge management, and technology based CRM) on marketing capabilities in hotel industry.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 used to test the relationships among CRM dimensions, and marketing capabilities. The results reveal a positive and significant relationship between CRM dimensions and marketing capabilities. They also demonstrate that CRM organization is the main source of influence on marketing capabilities. Overall, the practical findings of the study suggest that hotels that are looking to improve their marketing capabilities through using CRM strategy should integrate the four dimensions of CRM, and specifically focus on the CRM organization dimension. 2016-10-05 Conference or Workshop Item PeerReviewed application/pdf en http://repo.uum.edu.my/19841/1/BAFE%202016%201%208.pdf Mohammed, Abdulalem and Rashid, Basri and Tahir, Shaharuddin (2016) The influence in CRM dimensions on marketing capabilities in hotel industry. In: International Conference on Business, Accounting, Finance and Economics (BAFE 2016), 05 Oktober 2016, Universiti Tunku Abdul Rahman, Kampar Perak, Malaysia. http://www.utar.edu.my/bafe/
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
language English
topic GV Recreation Leisure
HD Industries. Land use. Labor
spellingShingle GV Recreation Leisure
HD Industries. Land use. Labor
Mohammed, Abdulalem
Rashid, Basri
Tahir, Shaharuddin
The influence in CRM dimensions on marketing capabilities in hotel industry
description The aim of this study is to examine the influence of CRM dimensions (i.e., customer orientation; CRM organization, knowledge management, and technology based CRM) on marketing capabilities in hotel industry.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 used to test the relationships among CRM dimensions, and marketing capabilities. The results reveal a positive and significant relationship between CRM dimensions and marketing capabilities. They also demonstrate that CRM organization is the main source of influence on marketing capabilities. Overall, the practical findings of the study suggest that hotels that are looking to improve their marketing capabilities through using CRM strategy should integrate the four dimensions of CRM, and specifically focus on the CRM organization dimension.
format Conference or Workshop Item
author Mohammed, Abdulalem
Rashid, Basri
Tahir, Shaharuddin
author_facet Mohammed, Abdulalem
Rashid, Basri
Tahir, Shaharuddin
author_sort Mohammed, Abdulalem
title The influence in CRM dimensions on marketing capabilities in hotel industry
title_short The influence in CRM dimensions on marketing capabilities in hotel industry
title_full The influence in CRM dimensions on marketing capabilities in hotel industry
title_fullStr The influence in CRM dimensions on marketing capabilities in hotel industry
title_full_unstemmed The influence in CRM dimensions on marketing capabilities in hotel industry
title_sort influence in crm dimensions on marketing capabilities in hotel industry
publishDate 2016
url http://repo.uum.edu.my/19841/1/BAFE%202016%201%208.pdf
http://repo.uum.edu.my/19841/
http://www.utar.edu.my/bafe/
_version_ 1644282793238200320
score 13.211869

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