THE INFLUENCE OF ORGANIZATIONAL CHARACTERISTICS, CUSTOMER RELATIONSHIP MANAGEMENT, EMPLOYEE SKILLS AND SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT CAPABILITIES TO CUSTOMER PERFORMANCE OF HOTEL BUSINESSES IN THAILAND
DOI:
https://doi.org/10.14456/nrru-rdi.2021.35Keywords:
Customer relationship management, Social customer relationship management capabilities, Employee skills, Organizational characteristics, Customer performance, Thai hotelsAbstract
The research study aimed to 1) validate and find the structural equation model of customer performance of hotel business in Thailand, and 2) study the causal factors of organizational characteristics, customer relationship management, employee skills, and social customer relationship management on customer performance of hotel business in Thailand. The instrument was a highly reliable questionnaire with a reliability of 0.95. The 406 subjects in the sample were executives or representatives of executives from hotel businesses that used intermediaries to provide online hotel booking services from the Booking.com website. They were selected by a multi-stage sampling method. Data were analyzed using the Structural Equation Modeling (SEM) technique. The research results demonstrated that the chosen model of factors achieved a high level of goodness of fit with the empirical data with statistical =60.556, df=58, CFI=0.999, GFI=0.980, AGFI=0.959, RMSEA=0.01, RMR=0.008. Customer performance received the highest direct influence from the social customer relationship management capabilities and employee skills with the path coefficients equal to 0.51, and 0.47, respectively. Customer relationship management, employee skills, and organizational characteristics had indirect influence through the variable of social customer relationship management capabilities to customer performance with the path coefficients equal to 0.26, 0.17, and 0.15, respectively. It was concluded that this research study was beneficial to the hotel businesses by providing a guideline for implementing social customer relationship management strategies.
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