Ahmad Rafiki, Muhammad Dharma Tuah Putra Nasution and Yossie Rossanty
This study aims to examine the relationship between operational CRM technologies, human CRM resources, organizational CRM resources and customer satisfaction toward Islamic-based…
Abstract
Purpose
This study aims to examine the relationship between operational CRM technologies, human CRM resources, organizational CRM resources and customer satisfaction toward Islamic-based hotels in Indonesia. The role of customer knowledge is examined as the moderating variable in each relationship, intertwining both independent and dependent variables.
Design/methodology/approach
This study adopts a quantitative deductive approach. Descriptive and other statistical analyses, namely, confirmatory factor analysis and structural equation model of Smart partial least squares, are used. The questionnaires are disseminated to employees of 24 Islamic-based hotels located in Indonesia. The selection of 136 respondents is made using the stratified sampling technique.
Findings
The results established that the three variables of technological resources, human resources and organizational resources have a positive and significant effect on customer satisfaction. Next, customer knowledge moderates the effect of technological resources, human resources and organizational resources on customer satisfaction insignificantly.
Originality/value
This study highlighted the role of the newly adopted customer knowledge as a moderating factor in the relationship between the three components of CRM and customer satisfaction in a vulnerable industry (hotels, especially the Islamic-based one) in a developing country.
Details
Keywords
Ahmad Rafiki, Sutan Emir Hidayat and Muhammad Dharma Tuah Putra Nasution
This study aims to examine the moderator effect of religiosity on the relationship between halal brand awareness and habit towards purchasing decisions of halal products.
Abstract
Purpose
This study aims to examine the moderator effect of religiosity on the relationship between halal brand awareness and habit towards purchasing decisions of halal products.
Design/methodology/approach
The quantitative method is used in this study. Descriptive and statistical (multiple and moderated regression) analyses are employed to test the hypothesis according to the research model. The data is collected using a cross-sectional design from 197 respondents consisting of business owners in North Sumatera, Indonesia.
Findings
It is found that both halal brand awareness and habit have a positive and significant effect on the purchasing decision of halal products. Meanwhile, religiosity significantly acts as a moderating variable in the relationship between awareness and purchasing decisions, as well as habit and purchasing decisions.
Research limitations/implications
This study revealed the important factor of religiosity as a moderating factor in purchase decisions of halal products. The government may need to collaborate with Islamic educational institutions to raise awareness of the halal concept and product awareness. It is assumed that individuals who know about the Islamic religion will have a higher degree of awareness of halal products compared to individuals with limited knowledge of Islam; thus, providers of Islamic education play a crucial role in raising the level of awareness of halal products. Schools may serve as catalysts for the dissemination of knowledge of halal products.
Originality/value
Developing halal product markets can be done by enhancing the religiosity level of consumers, one of them through attending formal or informal religious classes.