文章基本信息

标题：Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality
本地全文：下载
作者：Jassim Ahmad Al-Gasawneh ; Khalid N. AlZubi ; Marhana Mohamed Anuar 等
期刊名称：Sustainability
印刷版ISSN：2071-1050
出版年度：2022
卷号：14
期号：2
页码：803
DOI：10.3390/su14020803
语种：English
出版社：MDPI, Open Access Journal
摘要：This study examines the mediating role of service quality between customer relationship management (CRM) performance dimensions and the marketing performance of Jordanian hotels using resource-based view theory and contingency theory. A self-administered survey was conducted on 162 general managers of hotels in Jordan. The data were analyzed using partial least squares structural equation modelling. The findings of the study indicated that service quality mediated the relationship between the CRM performance dimensions (key customer focus, CRM knowledge management, CRM organization, and CRM-based technology) and the marketing performance of Jordanian hotels. This study provides significant contributions to theory and practice. From a theoretical perspective, this study fills in the literature gaps by providing insights about the mediating role of service quality in the relationship between customer relationship management performance dimensions and marketing performance. For managerial contributions, this study suggested that hotels can enhance their marketing performance by focusing on service quality and customer relationship management performance dimensions, especially the key customer focus dimension.