The influence in CRM dimensions on marketing capabilities in hotel industry

• 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/

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.