Factors Affecting Customer Linking Capabilities and Customer Satisfaction in CRM: Evidence from Jordanian Hotels

Factors Affecting Customer Linking Capabilities and Customer Satisfaction in CRM: Evidence from Jordanian Hotels

Abbas Al-Refaie (Department of Industrial Engineering, University of Jordan, Amman, Jordan), Ming-Hsien Li (Department of Industrial Engineering and Systems Management, Feng Chia University, Taiching, Taiwan) and Jong-Hwan Ko (Division of International and Area Studies, Pukyong National University, Busan, Korea)
DOI: 10.4018/jcrmm.2012100102


The implementation of customer relationship management (CRM) is increasingly taking centre stage in organizations’ corporate strategies. This research examines the relationships between human resources, customer orientation, service responsiveness, customer linking capabilities, provider reliability, loyalty, complaint management, customer satisfaction, content usefulness, and content efficiency. To achieve this purpose, two models related to CRM, including customer linking capabilities and customer satisfaction models are built. The data is collected from guests of 3-star, 4-star, 5-star hotels in Jordan. Structural equation modeling (SEM) is then used for empirical analyses. The results of the first model reveal that: (i) human resource and content usefulness are positively related with service responsiveness and (ii) service responsiveness and customer orientation positively influence customer linking capabilities. While, the results of the second model highlight that complaint management, provider reliability, customer linking capabilities and content efficiency positively influence customer satisfaction. Thus, decision makers in Jordanian hotel industry should continually consider these relations when planning new business activities and improving existing ones.
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1. Introduction

Customer relationship management (CRM) is an integration of technologies, people, and business processes that is used to satisfy the customers’ needs, and to improve interactions with clients (Foss, Stone, & Ekinci, 2008). CRM systems enable companies to respond efficiently to shifting customer needs, thereby bolstering revenue and retention, and reducing marketing costs (Rigby, Reichheld, & Schefter, 2002). CRM aims to create, develop, and enhance personal and valuable relationships with customers by providing personalized and customized products and services (Storbacka & Lehtinen, 2001; McKim, 2002).

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