THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION PERFORMANCE IN THE HOTEL INDUSTRY IN JORDAN

Despite extensive research and practice in the topic of customer relationship management (CRM), the hotel industry still lacks clarity on the effect of CRM on customer satisfaction performance. Thus, the study aims to investigate the effect of CRM through different dimensions (key customer focus, CRM organization, knowledge management, and CRM-based technology) on customer satisfaction performance in Jordanian hotels. A quantitative research approach through questionnaire adopted from relevant literature was used for data collection. The study participants were managers of Jordanian different star hotels. A total of 101 managers were involved in this study, and different key statistical analyses were applied to achieve its purpose using SPSS, regression and correlation analysis after validating the study measures and scale. The results showed that all dimensions of CRM have a positive and significant effect on Jordanian hotels' customer performance and key customer focus has the greatest effect on customer satisfaction out of four CRM dimensions that were examined, followed by CRM organization and knowledge management. Although the technology of CRM considerably impacts customer satisfaction, this impact is very slight. Therefore, the results suggested that the hotel managers should pay attention to their internal resources such as top management support and employee involvement and assess the impact of CRM implementation of customer-orientation culture to improve their performance and consequently establish a competitive advantage.