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Investigating the Mediating Effect of Customer Orientation Strategy on the Relationship between CRM Technology and Hotel Performance: The Case of Hotels in Malaysia


Mohammed, Abdulalem and Rashid, Basri and Tahir, Shahruddin (2017) Investigating the Mediating Effect of Customer Orientation Strategy on the Relationship between CRM Technology and Hotel Performance: The Case of Hotels in Malaysia. In: : 2nd International Research Conference on Economics Business and Social Sciences, 11-12 July 2017, Park Royal Hotel Penang Malaysia.

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Abstract

Although the concept of Customer Relationship Management (CRM) technology has been recognized as an important ingredient for business success, the relationship between CRM technology and organizations’ performance has been inconclusive and rarely examined in hotel industry in Malaysia. The aim of this study is to contribute to the research on CRM technology in hotel industry by examining the mediating role customer orientation strategy on the CRM-performance link.The study uses Partial Least Squares (PLS) to examine the data that were collected during the survey. The results reveal that CRM technology does not only affect hotel performance directly but also the CRM–hotel performance link is mediated by customer orientation strategy. Therefore, hotel managers should focus on customer orientation strategy to translate CRM technology to business outcomes.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISSN-2523-1537 Cover and Layout: Sobia Nasir, Center for Sustainability Research and Consultancy Distributed by: School of Economics, Bahauddin Zakariya University Multan Pakistan (www.bzu.edu.pk) Center for Sustainability Research and Consultancy (www.globalcsrc.org) School of Economics Finance and Banking, Universiti Utara Malaysia (www.sefb.uum.edu.my)
Uncontrolled Keywords: CRM technology, customer orientation strategy, hotel performance, PLS
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions: School of Tourism, Hospitality & Environmental Management
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 03 Oct 2018 00:41
Last Modified: 03 Oct 2018 00:41
URI: http://repo.uum.edu.my/id/eprint/24882

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