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The influence in CRM dimensions on marketing capabilities in hotel industry

Mohammed, Abdulalem and Rashid, Basri and Tahir, Shaharuddin (2016) The influence in CRM dimensions on marketing capabilities in hotel industry. In: International Conference on Business, Accounting, Finance and Economics (BAFE 2016), 05 Oktober 2016, Universiti Tunku Abdul Rahman, Kampar Perak, Malaysia.

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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.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: CRM, Marketing Capabilities, Hotel Industry
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HD Industries. Land use. Labor
Divisions: School of Tourism, Hospitality & Environmental Management
Depositing User: Dr. Basri Rashid
Date Deposited: 17 Nov 2016 03:46
Last Modified: 30 Apr 2017 08:03

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