The impact of customer relationship management dimensions on service quality

• Autorzy: Al-Gasawneh Jassim Ahmad , Anuar Marhana Muhamed , Dacko-Pikiewicz Zdzisława , Saputra Jumadil

Identyfikatory

DOI

10.17512/pjms.2021.23.2.02

Warianty tytułu

PL

Wpływ wielkości zarządzania relacjami z klientami na jakość usług

• Języki publikacji: EN

Abstrakty

EN

This study contributes towards service quality knowledge. The effects of customer relationship management (CRM) dimensions on service quality were investigated based on the resource-based view (RBV) theory. The study utilized a quantitative approach by obtaining data from general managers of hotels in Jordan. The data were analyzed using a partial least squares structural equation modelling (PLS-SEM). The results showed that CRM key customer focus, CRM knowledge management and CRM-based technology had positive impacts on service quality. On the other hand, the CRM organization had a negative impact on service quality. This study pinpointed, some interesting findings in the context of hotel industry in Jordan. The findings would be referential to other global hotels under the similar situation to enhance service quality.

PL

Niniejsze badanie przyczynia się do poszerzenia wiedzy o jakości usług. Wpływ wielkości zarządzania relacjami z klientami (CRM) na jakość usług zbadano w oparciu o teorię poglądu opartego na zasobach (RBV). W badaniu wykorzystano podejście ilościowe, uzyskując dane od dyrektorów generalnych hoteli w Jordanii. Dane przeanalizowano za pomocą modelowania częściowych równań strukturalnych metodą najmniejszych kwadratów (PLS-SEM). Wyniki pokazały, że koncentracja na kluczowych klientach CRM, zarządzanie wiedzą CRM i technologia oparta na CRM miały pozytywny wpływ na jakość usług. Z drugiej strony organizacja CRM wpłynęła negatywnie na jakość usług. Badanie to wskazało kilka interesujących odkryć w kontekście branży hotelarskiej w Jordanii. Wyniki będą miały odniesienie do innych hoteli na świecie znajdujących się w podobnej sytuacji, aby poprawić jakość usług.

Słowa kluczowe

EN

customer relationship management; CRM; service quality; hotel; Jordan; RBV theory

PL

zarządzanie relacjami z klientami; CRM; jakość usług; hotel; Jordania; teoria RBV

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2021
• Tom: Vol. 23, No. 2
• Strony: 24--41
• Opis fizyczny: Bibliogr. 58 poz., rys., tab.

Twórcy

autor

Al-Gasawneh Jassim Ahmad

• Applied Science Private University, Jordan

autor

Anuar Marhana Muhamed

• Universiti Malaysia Terengganu

autor

Dacko-Pikiewicz Zdzisława

• WSB University, Faculty of Applied Science

autor

Saputra Jumadil

• Universiti Malaysia Terengganu

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2021).