Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality

Jassim Ahmad Al-Gasawneh,Khalid N Alzubi,Marhana Mohamed Anuar,Jumadil Saputra,Adnan Ul-Haque,Siti Falindah Padlee

doi:10.3390/su14020803

Abstract

This study examines the mediating role of service quality between customer relationship management (CRM) performance dimensions and the marketing performance of Jordanian hotels using resource-based view theory and contingency theory. A self-administered survey was conducted on 162 general managers of hotels in Jordan. The data were analyzed using partial least squares structural equation modelling. The findings of the study indicated that service quality mediated the relationship between the CRM performance dimensions (key customer focus, CRM knowledge management, CRM organization, and CRM-based technology) and the marketing performance of Jordanian hotels. This study provides significant contributions to theory and practice. From a theoretical perspective, this study fills in the literature gaps by providing insights about the mediating role of service quality in the relationship between customer relationship management performance dimensions and marketing performance. For managerial contributions, this study suggested that hotels can enhance their marketing performance by focusing on service quality and customer relationship management performance dimensions, especially the key customer focus dimension.

Highlights

Sustainability is a critical concern in the hotel industry worldwide, as well as in Jordan
customer relationship management (CRM) knowledge management and marketing performance, and this study found that the existence of service quality as a mediator between CRM knowledge management and marketing performance led to a significant relationship
From the findings and discussion presented it would seem clear that this study made a significant contribution by providing an increased understanding of the influence of CRM performance dimensions on marketing performance, as well as the mediating role of service quality on that relationship in the context of the hotel industry in Jordan, which has to date received very little interest in the literature

Summary

Introduction

Sustainability is a critical concern in the hotel industry worldwide, as well as in Jordan. Over the last few decades, hoteliers have focused on the importance of economic sustainability in the hospitality industry, as it relates to hotel growth and operations. Economic sustainability allows hotels’ guests and other stakeholders to gain benefits from the hospitality services [1]. In order to meet the customers’ ever-changing needs, hotels can capitalize on the use of technology and service innovation strategies such as customer relationship management (CRM) [2]. The emphasis on meeting customers’ needs via innovation and technology is crucial to the hotel industry globally, as well as in Jordan, in order to gain a sustainable competitive advantage. The successful implementation of marketing strategies would be able to enhance marketing performance and the organization as a whole [3]

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