Customer relationship management (CRM) technology and organization performance: Is marketing capability a missing link? An empirical study in the Malaysian hotel industry

• Main Authors: Mohammed, Abdul Alem, Rashid, Basri, Tahir, Shaharuddin
• Format: Article
• Language: English
• Published: Canadian Center of Science and Education 2014
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/18456/1/ASS%2010%209%202014%20197-212.pdf; http://repo.uum.edu.my/18456/; http://doi.org/10.5539/ass.v10n9p197
• Institution: Universiti Utara Malaysia

Due to the aggressive market competition in hotel sector, it is critical that hotels should adopt new strategy like CRM technology to assist hotel employees, serve customers better and improve organization performance.However, prior studies indicated that the relationship between CRM technology and...