The Customer Relationship Management Causal Factors influencing Hotel Performance in Thailand through Dynamic Capabilities for Customer Relationship Management and Customer Relationship Management Success
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Abstract
This research intends to (1) develop a causal relationship model of the causal factors of customer relationship management influencing the performance of hotels in Thailand through dynamic capabilities in customer relationship management and success in customer relationship management (2) examine congruence of the causal model developed for this inquiry with empirical data appertaining to the causal factors of customer relationship management influencing the performance of hotels in Thailand through dynamic capabilities in customer relationship management and success in customer relationship management
This quantitative research, a questionnaire was used as the research instrument to collect data from 269 hotel executives of three-to-five-star hotels in Thailand. The statistics used in data analysis were frequency, percentage, and standard deviation. The technique of structural equation modeling (SEM) analysis was also employed.
Findings are as follows: (1) customer orientation, knowledge management capability, and social media customer relationship management capability positively influenced the dynamic capabilities for customer relationship management. However, customer relationship management technology exhibited no influence on the dynamic capabilities for customer relationship management. (2) customer relationship management technology, customer orientation, knowledge management capability, social media customer relationship management capability, and dynamic capabilities for customer relationship management positively influenced customer relationship management success. (3) Dynamic capabilities for customer relationship management and customer relationship management success positively influenced hotel performance.
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บทความ ข้อความ ภาพประกอบ ตารางประกอบ ที่ตีพิมพ์ในวารสารเป็นความคิดเห็นและความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว ไม่เกี่ยวข้องกับมหาวิทยาลัยสุโขทัยธรรมาธิราชแต่อย่างใด
บทความที่เสนอพิจารณาในวารสาร e-JODIL ต้องเป็นบทความที่ไม่เคยส่งไปลงพิมพ์ เผยแพร่ หรืออยู่ระหว่างการพิจารณาของวารสารอื่น
กองบรรณาธิการขอสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
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