Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality

被引:17
作者
Al-Gasawneh, Jassim Ahmad [1 ]
AlZubi, Khalid N. [2 ]
Anuar, Marhana Mohamed [3 ]
Padlee, Siti Falindah [3 ]
ul-Haque, Adnan [4 ]
Saputra, Jumadil [3 ]
机构
[1] Appl Sci Private Univ, Fac Business, Dept Mkt, Amman 11931, Jordan
[2] Al Balqa Appl Univ, Fac Business, Dept Management Informat Syst, Al Salt 19117, Jordan
[3] Univ Malaysia Terengganu, Fac Business Econ & Social Dev, Kuala Nerus 21030, Terengganu, Malaysia
[4] Yorkville Univ, Fac Business, 100 Woodside Ln, Fredericton, NB E3C 2R9, Canada
关键词
key customer focus; CRM knowledge management; CRM organization; CRM-based technology; service quality; marketing performance; IMPACT; FIRM; CRM; LOYALTY; SCALE; FOCUS;
D O I
10.3390/su14020803
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
This study examines the mediating role of service quality between customer relationship management (CRM) performance dimensions and the marketing performance of Jordanian hotels using resource-based view theory and contingency theory. A self-administered survey was conducted on 162 general managers of hotels in Jordan. The data were analyzed using partial least squares structural equation modelling. The findings of the study indicated that service quality mediated the relationship between the CRM performance dimensions (key customer focus, CRM knowledge management, CRM organization, and CRM-based technology) and the marketing performance of Jordanian hotels. This study provides significant contributions to theory and practice. From a theoretical perspective, this study fills in the literature gaps by providing insights about the mediating role of service quality in the relationship between customer relationship management performance dimensions and marketing performance. For managerial contributions, this study suggested that hotels can enhance their marketing performance by focusing on service quality and customer relationship management performance dimensions, especially the key customer focus dimension.
引用
收藏
页数:25
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