Factors Affecting Customer Linking Capabilities and Customer Satisfaction in CRM

Abstract

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.