The impact of customer relationship management and internal marketing on business performance: a comparison of lodging industries


          

刊名：Total Quality Management & Business Excellence
作者：Chen, Jui-Ho（Natl Chin Yi Univ Technol, Dept Elect Engn, Taiping, Taiwan）
Wu, Shwu-Ing（Natl Chin Yi Univ Technol, Dept Business Adm, Taiping, Taiwan）
刊号：713C0106
ISSN：1478-3363
出版年：2016
年卷期：2016, vol.27, no.1/2
页码：17-33
总页数：17
分类号：F40
关键词：customer relationship management；internal marketing
参考中译：
语种：eng
文摘：This study created a relationship model to explore the impact of customer relationship management (CRM) and internal marketing on relationship management and business performance in three sectors of the lodging industry. We conducted a survey in 231 bed and breakfast (B&B) establishments as well as 240 hotels and 114 motels. Our results indicate that CRM and internal marketing both have a direct impact on relationship management and an indirect effect on business performance. CRM was shown to be particularly effective, with a direct effect on financial as well as nonfinancial performances in B&Bs and hotels. In addition, internal marketing strategies were shown to have a direct effect in enhancing both financial and nonfinancial performances in B&Bs, hotels, and motels. Nonetheless, differences were observed among the three types of lodging establishments with regard to the strength of relationship paths.



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