Exploring the Link Between Customer Relationship Management and Hotel Performance

Abstract

Customer relationship management has emerged as a critical focal point in both academic research and practical implementation across various industries, particularly within the competitive landscape of the business realm. Recognized as a fundamental driver of firm performance enhancement, customer relationship management is increasingly regarded as indispensable in navigating today's complex market dynamics. Despite its acknowledged significance, however, a conspicuous gap persists in the literature regarding the intricate relationship between customer relationship management dimensions and hotel performance. To address this gap, the present study endeavors to present a comprehensive conceptual model that elucidates the theoretical underpinnings linking customer relationship management dimensions with hotel performance outcomes. Moving beyond mere correlation, our research aims to uncover the underlying mechanisms and dynamics that govern this relationship. In doing so, we seek to shed light on the mediating role of marketing capabilities, which act as conduits through which customer relationship management initiatives translate into tangible performance improvements. By delving into these intricate linkages, our study not only enriches our understanding of customer relationship management 's impact on hotel performance but also underscores the pivotal role played by marketing capabilities in shaping this dynamic. Through empirical validation and theoretical refinement, we aspire to offer actionable insights for hotel management practitioners, equipping them with the knowledge and tools necessary to optimize their customer relationship management strategies and leverage marketing capabilities effectively. Ultimately, our endeavor aims to contribute to the ongoing discourse surrounding customer relationship management and its implications for hotel management practices. By bridging theory and practice, we seek to empower stakeholders with the insights needed to navigate the complexities of customer relationship management in the hospitality sector and drive sustainable business success.