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, Siti Falindah Padlee, Adnan ul-Haque and Jumadil Saputra
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Jassim Ahmad Al-Gasawneh: Department of Marketing, Faculty of Business, Applied Science Private University, Amman 11931, Jordan
Khalid N. AlZubi: Department of Management Information Systems, Faculty of Business, Al-Balqa Applied University, Al Salt 19117, Jordan
Marhana Mohamed Anuar: Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia
Siti Falindah Padlee: Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia
Adnan ul-Haque: Faculty of Business, Yorkville University, 100 Woodside Ln, Fredericton, NB E3C 2R9, Canada
Jumadil Saputra: Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Kuala Nerus 21030, Terengganu, Malaysia

Sustainability, 2022, vol. 14, issue 2, 1-25

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.

Keywords: key customer focus; CRM knowledge management; CRM organization; CRM-based technology; service quality; marketing performance (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (5)

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