Abstract
Customer Relationship Management (CRM) practices and its effects on Customer Brand Engagement (CBE) are an emerging trend in many industries including the hotel industry. Therefore, the main objective of this study is to examine whether there is a relationship between customer relationship management practices and customer brand engagement in the Sri Lanka hotel firms. The population is senior and middle managers of the hotel industry with a sample comprised of 183 managers. The data was gathered using a structured questionnaire and analyzed using Structural Equation Modeling (SEM) techniques. The key findings of the study showed that customer relationship management practices are significantly related to customer brand engagement in hotel industry of Sri Lanka and consequently, customer relationship management can be utilized as a tool to enhance customer brand engagement in the hotel firms in Sri Lanka. The findings further depict managerial implications and opportunities for future research in the same area.
Highlights
Customer focus and relationship management have become fundamental marketing and business philosophies for many companies seeking a competitive advantage in contemporary marketing
Customer Relationship Management (CRM) is considered by many academics as a business philosophy closely related to relationship marketing, marketing academics have begun to explore in depth and examine the linkages between CRM practices, relationship marketing and business relationships as it provides opportunities for sustainable competitive advantages
The statistical results indicate that two of the path coefficients are significant except the path from [hotel size * CRM practices] to customer brand engagement
Summary
Customer focus and relationship management have become fundamental marketing and business philosophies for many companies seeking a competitive advantage in contemporary marketing. Establishing, maintaining and enhancing customer relationships have always been an important aspect of business. Over the last few years there has been a significant increase in Customer Relationship Management (CRM) related research (Kamakura et al, 2005; Ngai, 2005). CRM is considered by many academics as a business philosophy closely related to relationship marketing, marketing academics have begun to explore in depth and examine the linkages between CRM practices, relationship marketing and business relationships as it provides opportunities for sustainable competitive advantages. N. Kuruppu / Colombo Business Journal, 7/2
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