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The Impact of CRM on Customer Satisfaction and Customer Loyalty: Mediation Effect of Customer Perceived Value (Evidence from Hospitality Industry)

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Last updated: 04 Jan 2025

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Abstract

Many businesses and service providers including hotels realize the significance of Customer Relationship Management (CRM) and its potential to help them gain new customers, retain existing customers, and maximize their lifetime value.  This study aims to explore the relationship between CRM and customer perceived value (CPV), and their impact on customer perceived satisfaction and loyalty towards hotels in Egypt. The study clarifies the need for hotels to strengthen their business relationship with their customers as it is considered a strategic step for the growth and competitiveness of hotels. The contribution of this research is to help managers of hotels to better understand  the real value of CRM and if it is really worth the large amounts of money that are put in it. Moreover, the study further added the investigation of whether CPV mediates the relationship between CRM and customer satisfaction/loyalty or not. The researchers adopted a quantitative approach that started with a comprehensive literature review of the main marketing concept of CRM and its alleged outcomes of customer perceived value (CPV), satisfaction and loyalty. This was followed by designing a conceptual model to answer the research questions. Next, primary data was gathered using self- administered questionnaires to collect quantitative data from several branches of one 5-star hotel in Egypt based on a case study approach.  Structural Equation Modeling (SEM) technique was utilized to test the relationship between CRM and customer satisfaction and loyalty via l mediating variable which is CPV. Fitting measures prove to be within the required threshold, which proves that the model is fit. The results indicate that there is a positive significant relationship between CRM and CPV and that CRM positively affects customer satisfaction and loyalty, yet the researchers suggest application on other hotels to further test the model.

DOI

10.21608/acj.2020.121770

Keywords

Customer relationship management (CRM), Customer Perceived Value (CPV), Customer satisfaction, loyalty, Hospitality Industry in Egypt, Structural Equation Modeling (SEM)

Authors

First Name

Samia

Last Name

El Sheikh

MiddleName

-

Affiliation

October University for Modern Scienes and Arts (MSA)

Email

selsheikh@msa.eun.eg

City

-

Orcid

-

First Name

Yasser

Last Name

Tawfik Halim

MiddleName

-

Affiliation

October University for Modern Scienes and Arts (MSA)

Email

ytawfik@msa.eun.eg

City

-

Orcid

-

First Name

Hosny

Last Name

Ibrahim Hamdy

MiddleName

-

Affiliation

October University for Modern Scienes and Arts (MSA)

Email

hosikhalel@msa.eun.eg

City

-

Orcid

-

First Name

Mohamed

Last Name

Adel Hamdy

MiddleName

-

Affiliation

October University for Modern Scienes and Arts (MSA)

Email

adelhamdy@msa.eun.eg

City

-

Orcid

-

Volume

57

Article Issue

4

Related Issue

18198

Issue Date

2020-09-01

Receive Date

2020-06-06

Publish Date

2020-09-01

Page Start

87

Page End

119

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 57_Issue 4_Pages 87-119.pdf

PDF . 617.5kB

Link

https://acjalexu.journals.ekb.eg/article_121770.html

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https://acjalexu.journals.ekb.eg/service?article_code=121770

Order

4

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

The Impact of CRM on Customer Satisfaction and Customer Loyalty: Mediation Effect of Customer Perceived Value (Evidence from Hospitality Industry)

Details

Type

Article

Created At

22 Jan 2023