The Influence of Customer Relationship Management in Enhancing Hospitality Business Performance: The Conditional Mediation of Digital Marketing Capabilities
nguyen, Dang Hat, Tan, Kim Lim, Nguyen, Lam Ngoc Vi, Nguyen, An Phu, and Ting, Hiram (2024) The Influence of Customer Relationship Management in Enhancing Hospitality Business Performance: The Conditional Mediation of Digital Marketing Capabilities. International Journal of Hospitality & Administration. (In Press)
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Abstract
This study examines the potential advantages of amalgamating customer relationship management (CRM) platforms with digital marketing capabilities (DMC) within the hospitality sector. Using structural equation modeling, data collected from 569 hospitality employees in Vietnam supported the hypothesis that DMC exerts both a direct and an indirect positive influence on DMC and CRM. This study offers novel perspectives on how DMC impacts the dynamics between CRM and the performance of lodging businesses. It added a nuanced understanding of the interconnections between DMC, hospitality business performance (HBP), and CRM and their collective impact on organizational performance within the hospitality industry. The results provide valuable insights for making informed policy decisions and fine-tuning marketing and CRM strategies to enhance hospitality organizations’ competitive edge in this competitive industry.
| Item ID: | 82628 |
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| Item Type: | Article (Research - C1) |
| ISSN: | 1525-6499 |
| Copyright Information: | © 2024 The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. |
| Date Deposited: | 07 May 2024 02:55 |
| FoR Codes: | 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350803 Tourism management @ 100% |
| SEO Codes: | 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services @ 100% |
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