CRM impact on customer satisfaction in Islamic-based hotels: exploring a mediation model

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.