The Moderation Effect of Supply Chain Information Technology Capabilities on the Relationship between Customer Relationship Management with Organizational Performance of Thai Restaurants and Hotels

Supply chain information technology (SCIT) capabilities and customer relationship management (CRM) has become an increasingly popular academic and practical topic in the business field. In competitive environments such as the restaurants and hotel industry, CRM and SCIT capabilities have become a crucial strategy to increase restaurant and hotel performance. This study intended to examine the moderating SCIT capabilities on the relationship of CRM with the performance of restaurant and hotels of Thailand. Data was collected using survey method whereby a total of 450 questioners were distributed to restaurant and hotel managers and yields 44.44 % response rate (200 useable questionnaires returned). Structure model assessment was conducted to test the relationships among CRM, SCIT capability and restaurants and hotel performance. The results show a positive relationship between CRM dimensions and restaurants and hotel performance. Moreover, SCIT capabilities plays a moderating role on the relationship between CRM and organizational performance of Thai restaurants and hotels. The study presents a new empirical insight for managerial decision for Thai restaurants and hotels.