Customer Orientation, CRM Organization, and Hotel Financial Performance: The Mediating Role of Customer Satisfaction
Advances in Hospitality and Leisure
ISBN: 978-1-80382-816-9, eISBN: 978-1-80382-815-2
Publication date: 17 January 2023
Abstract
This chapter investigates the effect of customer orientation and CRM organization on hotel financial performance. A model of enhancing hotel financial performance through customer satisfaction practices was tested. Customer satisfaction was hypothesized to be a mediator in the relationships between customer orientation and CRM organization and the result being financial performance. The sample consisted of 54 hotels that was made up of three 5-star, fifteen 4-star, and thirty-six 3-star hotels in Ghana. A quantitative deductive approach was employed to gather data using cross-sectional survey, which was analyzed using PLS-SEM to check the validity, reliability and factor loading of the data. The findings revealed that, CRM organization enhances customer satisfaction and financial performance of hotels. Also, customer orientation showed significant positively related to customer satisfaction in the hotels. Surprisingly, the effects of CRM organization and customer orientation on financial performance through customer satisfaction were insignificant. Thus, customer satisfaction failed to mediate the effect of CRM organization and customer orientation on the financial performance of hotels. This suggests that though an effective CRM organization enhances customer satisfaction, it directly affects the financial performance of hotels. The outcomes have useful implications for CRM implementation on hotel financial performance in Ghana.
Keywords
Citation
Dah, H.M., Blomme, R.J., Kil, A. and Honyenuga, B.Q. (2023), "Customer Orientation, CRM Organization, and Hotel Financial Performance: The Mediating Role of Customer Satisfaction", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 18), Emerald Publishing Limited, Leeds, pp. 113-135. https://doi.org/10.1108/S1745-354220220000018007
Publisher
:Emerald Publishing Limited
Copyright © 2023 Helen M. Dah, Robert J. Blomme, Arie Kil and Ben Q. Honyenuga. Published under exclusive licence by Emerald Publishing Limited