Title: THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON SERVICE QUALITY.
Authors: J. A., Al-Gasawneh; M. M., Anuar; Z., Dacko-Pikiewicz; J., Saputra
Abstract: This study contributes towards service quality knowledge. The effects of customer relationship management (CRM) dimensions on service quality were investigated based on the resource-based view (RBV) theory. The study utilized a quantitative approach by obtaining data from general managers of hotels in Jordan. The data were analyzed using a partial least squares structural equation modelling (PLS-SEM). The results showed that CRM key customer focus, CRM knowledge management and CRM-based technology had positive impacts on service quality. On the other hand, the CRM organization had a negative impact on service quality. This study pinpointed, some interesting findings in the context of hotel industry in Jordan. The findings would be referential to other global hotels under the similar situation to enhance service quality.
Subjects: JORDAN; CUSTOMER relationship management; QUALITY of service; HOTELKEEPERS; STRUCTURAL equation modeling; KNOWLEDGE management; HOTELS
Publication: Polish Journal of Management Studies, 2021, Vol 23, Issue 2, p24
ISSN: 2081-7452
Publication type: Academic Journal
DOI: 10.17512/pjms.2021.23.2.02

THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON SERVICE QUALITY.

J. A., Al-Gasawneh; M. M., Anuar; Z., Dacko-Pikiewicz; J., Saputra