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

Simple item page
dc.contributor.authorAl-Gasawneh, Jassim Ahmad
dc.date.accessioned2021-03-22T06:31:11Z
dc.date.available2021-03-22T06:31:11Z
dc.date.issued2020
dc.description.abstractCustomer 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.en_US
dc.identifier.urihttps://umt-ir.umt.edu.my/jspui/handle/123456789/14676
dc.language.isoenen_US
dc.publisherUniversiti Malaysia Terengganuen_US
dc.subjectHF 5415.5 .G32 2020en_US
dc.titleThe Relationship Among Customer Relationship Management Performance, Service Quality And Marketing Performance Of Jordanian Hotelsen_US
dc.typeThesisen_US
Files
Original bundle
Now showing 1 - 2 of 2
Thumbnail Image
Name:
HF 5415.5 .G32 2020-Abstract.pdf
Size:
569.7 KB
Format:
Adobe Portable Document Format
Description:
Download
No Thumbnail Available
Name:
HF 5415.5 .G32 2020-Full Text.pdf
Size:
15.19 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
Pusat Pengajian Pembangunan Sosial dan Ekonomi..