The Relationship Among Customer Relationship Management Performance, Service Quality And Marketing Performance Of Jordanian Hotels

Abstract

Customer relationship management performance (CRMP) is a competitive tool that can enhance service quality and marketing performance of hotels. Considering the importance of enhancing the marketing performance of Jordanian hotels, this study was conducted to achieve the following objectives; ( 1) to examine the impact of customer relationship management perfonnance on marketing performance, (2) to examine the impact of customer relationship management performance on service quality, (3) to examine the impact of service quality on marketing performance, and (4) to determine whether service quality mediates the relationship between customer relationship management perfonnance and marketing performance. Resource-based view (RBV) theory and contingency theory were used in this study. The sample of this study comprised of general managers of Jordanian hotels. A total of 162 respondents were surveyed via self-administered survey. Partial least squares structural equation modelling (PLS-SEM) using Smart PLS 3.2.8 software was used to analyse the data. The findings of the study indicated that three out of four CRMP dimensions (i.e, key customer focus, CRM knowledge management and CRM technology) have a positive impact on marketing performance, whereas CRM organization had a negative impact on marketing performance. Likewise, the same CRMP dimensions (key customer focus, CRM knowledge management, CRM-based technology) had a positive impact on service quality, whereas CRM organization had a negative impact on service quality.