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Factors influencing the implementation of customer relationship management (CRM) strategy in the hotel industry: consumers’ perspective

MD. Ashraful Azam, khan and Rahman, Muhammad Sabbir (2014) Factors influencing the implementation of customer relationship management (CRM) strategy in the hotel industry: consumers’ perspective. Research Journal of Commerce & Behavioural Science, 4 (1). pp. 1-7. ISSN 2251-1547

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Abstract

The paper aims to empirically test the relationship of customers' privacy, business ethics, service efficiency and corporate social responsibility (CSR) towards the implementation of customer relationship management (CRM). A survey method, technique was used in this study with 260 respondents from different tourist destinations in Malaysia. To test the hypotheses, this research applied multiple regression technique. Business ethics were found to have the most important influence on the implementation of CRM in hotel industry followed by privacy, service efficiency and CSR. This research agreed that managers in hotel industries should tailor the implementation of a CRM strategy by concerning more on the practice of business ethics in their service performance.

Item Type: Article (Journal)
Additional Information: 7112/38975
Uncontrolled Keywords: Customers' privacy, Business Ethics, Service Efficiency and Corporate Social Responsibility (CSR), Customer Relationship Management (CRM)
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business. Business Administration
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Languages and Management
Depositing User: Dr Muhammad Sabbir Rahman
Date Deposited: 04 Nov 2014 07:27
Last Modified: 13 Feb 2016 05:31
URI: http://irep.iium.edu.my/id/eprint/38975

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