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1 – 10 of over 1000Maraj Rahman Sofi, Irfan Bashir, Ahmed Alshiha, Emad Alnasser and Sultan Alkhozaim
The study seeks to explore the intricate dynamics among customer relationship management (CRM) practices, guest satisfaction and loyalty in the hospitality context. Additionally…
Abstract
Purpose
The study seeks to explore the intricate dynamics among customer relationship management (CRM) practices, guest satisfaction and loyalty in the hospitality context. Additionally, it aims to examine the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and loyalty.
Design/methodology/approach
An integrated theoretical framework is developed by incorporating CRM practices and guest engagement into the satisfaction-loyalty framework. Two research instruments were adapted from the literature to assess the perspectives of customers and employees in the hotel industry in Kashmir. The customer survey measured guest satisfaction, loyalty, and engagement, while the employee survey focused on CRM practices, including key customer focus and CRM organization. Data was collected using a pen-and-paper survey with convenience sampling across 10 qualifying hotels, each classified as 3-star or above. A total of 270 matched responses from guests and employees were obtained and analyzed using descriptive analysis, structural equation modeling (SEM), and moderation analysis with SPSS and AMOS software. The study utilized a rigorous data matching process to ensure reliability, with guest-employee pairs verified and cross-checked with hotel records.
Findings
The results indicate CRM practices play a pivotal role in shaping guest satisfaction and loyalty. Notably, personalization and a targeted customer approach emerged as the most influential factors in enhancing tourist satisfaction. Similarly, prospecting, personalization, and effective knowledge management significantly contributed to visitor loyalty. The establishment of robust relationships is underscored through collaborative active guest engagement. Furthermore, the study highlights the nuanced relationship between satisfaction and loyalty moderated by guest engagement. High levels of guest engagement amplify the positive impact of satisfaction on loyalty, while lower engagement levels attenuate this effect. Moreover, the moderating influence of guest engagement on the relationships between CRM practices and guest satisfaction and CRM practices and guest loyalty was notably strong at elevated guest engagement levels and relatively weaker at lower engagement levels.
Research limitations/implications
While the study findings encourage organizations to prioritize customer relationship development, hospitality entities must emphasize the adoption of CRM philosophy and robust guest engagement measures. Actively involving guests in co-creating services can yield incremental benefits in terms of attracting, retaining, and effectively serving guests.
Originality/value
This study introduces novel dimensions to the existing CRM framework within the hospitality context, specifically exploring the impact of hotel-specific elements (personalization and prospecting) on customer satisfaction and loyalty. Furthermore, it innovatively investigates the moderating role of guest engagement in the satisfaction-loyalty relationship, expanding its scope to include the relationships between CRM practices and guest satisfaction and guest loyalty.
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Djihane Malki, Mohammed Bellahcene, Hela Latreche, Mohammed Terbeche and Razane Chroqui
Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL).
Abstract
Purpose
Based on relationship marketing theory, this study aims to test the effect of social customer relationship management (social CRM) on customer satisfaction (CS) and loyalty (CL).
Design/methodology/approach
To assess the proposed framework, structural equation modeling was performed on the data of 314 automotive customers surveyed online.
Findings
Social CRM dimensions [traditional CRM (TCRM) and social media (SM) technology use] have a direct and positive effect on CS. On the other hand, only TCRM has a direct and significant influence on CL, while the SM technology use effect seems to be indirect rather than direct. Indeed, the findings have provided empirical support for the contention that CS plays a mediating role between social CRM dimensions and CL.
Practical implications
In the automotive sector and developing countries in particular, companies’ managers could increase CS and CL and consequently enhance their competitiveness and market share by adopting an effective social CRM strategy. From this perspective, companies should focus their social CRM campaigns on the most SM used by customers, offer personalized choices and improve customer experience, interaction and value co-creation.
Originality/value
This paper enriches the understanding of how social CRM can affect CS and CL. The scales of social CRM, CS and CL were validated in the context of developing countries and the automotive sector. Furthermore, the direct and mediating effect of CS between social CRM (TCRM and SM) and CL was also confirmed.
Objetivo
Basándose en la teoría del marketing relacional, este estudio pretende comprobar el efecto de la gestión social de las relaciones con los clientes (CRM social) sobre la satisfacción y la fidelidad de los clientes.
Diseño/metodología/enfoque
Para evaluar el marco propuesto, se realizó un modelado de ecuaciones estructurales sobre los datos de 314 clientes de automoción encuestados online.
Resultados
Las dimensiones del CRM social (CRM tradicional y uso de tecnología de medios sociales) tienen un efecto directo y positivo en la satisfacción del cliente. Por otro lado, solamente el CRM tradicional tiene una influencia directa y significativa en la fidelidad del cliente, mientras que el efecto del uso de la tecnología de medios sociales parece ser más indirecto que directo. De hecho, los resultados han proporcionado apoyo empírico a la afirmación de que la satisfacción del cliente desempeña un papel mediador entre las dimensiones del CRM social y la fidelidad del cliente.
Valor
Este artículo enriquece la comprensión de cómo el CRM social puede afectar a la satisfacción y la fidelidad de los clientes. Las escalas de CRM social, satisfacción del cliente y fidelidad del cliente se validaron en el contexto de países en vías de desarrollo y del sector automovilístico. Además, también se confirmó el efecto directo y mediador de la satisfacción del cliente entre el CRM social (CRM tradicional y medios sociales) y la fidelidad del cliente.
Implicaciones prácticas
En el sector de la automoción y en los países en desarrollo en particular, los directivos de las empresas podrían aumentar la satisfacción y fidelidad de sus clientes y, en consecuencia, mejorar su competitividad y cuota de mercado adoptando una estrategia eficaz de CRM social. Desde esta perspectiva, las empresas deberían centrar sus campañas de CRM social en los medios más utilizados por los clientes, ofrecer opciones personalizadas y mejorar la experiencia del cliente, la interacción y la cocreación de valor.
目的
基于关系营销理论, 本研究旨在检验社会化客户关系管理(social CRM)对客户满意度和忠诚度的影响。
设计/方法/途径
为评估所提出的框架, 对 314 名汽车客户的在线调查数据进行了结构方程建模。
研究结果
社交客户关系管理维度(传统客户关系管理和社交媒体技术使用)对客户满意度有直接的积极影响。另一方面, 只有传统客户关系管理对客户忠诚度有直接和显著的影响, 而社交媒体技术使用的影响似乎是间接而非直接的。事实上, 研究结果为客户满意度在社交客户关系管理维度和客户忠诚度之间发挥中介作用的论点提供了实证支持。
原创性/价值
本文丰富了人们对社交客户关系管理如何影响客户满意度和忠诚度的认识。本文以发展中国家和汽车行业为背景, 对社会化客户关系管理、客户满意度和客户忠诚度的量表进行了验证。此外, 还证实了客户满意度在社会化客户关系管理(传统客户关系管理和社会化媒体)与客户忠诚度之间的直接和中介效应。
实践意义–在汽车行业
尤其是发展中国家, 企业管理者可以通过采取有效的社交客户关系管理战略, 提高客户满意度和忠诚度, 进而增强竞争力和市场份额。从这个角度来看, 企业应将社交客户关系管理活动的重点放在客户使用最多的社交媒体上, 提供个性化选择, 改善客户体验、互动和价值共创。
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Haroon Shaukat, Islam Elgammal, Mukaram Ali Khan and Kareem M. Selem
Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA)…
Abstract
Purpose
Underpinning social identity theory (SIT) and service-dominant logic (SDL), the current paper seeks to explore the effect of self-presentation on online brand advocacy (OBA). Furthermore, this paper investigates the mediating role of hedonic value and the moderating role of customer interaction with e-commerce websites (i.e. Amazon, Walmart and eBay).
Design/methodology/approach
Data were collected from customers of three e-commerce platforms (i.e. Walmart, Amazon and eBay) using a structured questionnaire – multi-group analysis applied on SmartPLS 4.4.
Findings
Self-presentation has a positive role in increasing hedonic value and its impact on OBA. The moderating effect of customer interaction on these relationships is also investigated and found to be significant.
Social implications
Our findings underscore the significance of fostering inclusive online communities and favorable online settings. Existing findings are consistent with overarching objectives of digital empowerment and enhanced online interaction quality. This paper contributes to harmonious and collaborative digital societies by encouraging personalized experiences that foster a sense of belonging among diverse customers.
Originality/value
This paper adds to the existing body of knowledge by comparing customer behavior on three major e-commerce platforms, going beyond the traditional focus on a single platform. Drawing on SIT and SDL, this paper provides a distinct nomological framework for OBA that unifies disparate constructs, filling theoretical gaps in our understanding of online customer behavior.
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The purpose of this study is to examine the influence of knowledge creation (KC) process on customer relations management (CRM) in Palestinian commercial banks, taking into…
Abstract
Purpose
The purpose of this study is to examine the influence of knowledge creation (KC) process on customer relations management (CRM) in Palestinian commercial banks, taking into consideration which factors of KC process support the CRM system.
Design/methodology/approach
The study uses a quantitative research design wherein questionnaires have been used to collect data from 345 respondents in the Palestinian banking sector. Research hypotheses have been tested using multiple regression analysis.
Findings
The findings unveil that socialisation and combination processes have a positive impact on CRM. In contrast, internalisation process negatively affects CRM system, but outsourcing knowledge does not significantly affect CRM.
Research limitations/implications
Past studies empirically validated the success of CRM adaptation in the context of different industries. This study provides a new conceptual model which validates the influence of KC on CRM in the banking sector. It also affirms the integral role of KC in supporting CRM from an emerging country perspective like Palestine.
Practical implications
This study offers new insights into creating of knowledge by employees in supporting CRM. It will encourage future scholars to further explore the key dimensions of the KC process for a more detailed investigation at a workplace. This study suggests that banks’ directors and employees should behave in a social manner to support relationship with customers. This study also suggests facilitating knowledge from different resources in innovative ways, through encouraging creative thinking from experiences, using technology in sharing knowledge, focussing on appropriate training to resolve customers' problems and disseminating new knowledge among employees.
Originality/value
This study expands the body of knowledge on KC process in supporting CRM from an emerging country perspective. This study validates the influence of KC on CRM in the Palestinian banking sector. This sheds light on the integration of these two concepts.
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This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to…
Abstract
Purpose
This paper aims at understanding how automotive firms integrate customer relationship management (CRM) tools and big data analytics (BDA) into their marketing strategies to enhance total quality management (TQM) after the coronavirus disease (COVID-19).
Design/methodology/approach
A qualitative methodology based on a multiple-case study was adopted, involving the collection of 18 interviews with eight leading automotive firms and other companies responsible for their marketing and CRM activities.
Findings
Results highlight that, through the adoption of CRM technology, automotive firms have developed best practices that positively impact business performance and TQM, thereby strengthening their digital culture. The challenges in the implementation of CRM and BDA are also discussed.
Research limitations/implications
The study suffers from limitations related to the findings' generalizability due to the restricted number of firms operating in a single industry involved in the sample.
Practical implications
Findings suggest new relational approaches and opportunities for automotive companies deriving from the use of CRM and BDA under an overall customer-oriented approach.
Originality/value
This research analyzes how CRM and BDA improve the marketing and TQM processes in the automotive industry, which is undergoing deep transformation in the current context of digital transformation.
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Yahya Skaf, Charbel Eid, Alkis Thrassou, Sam El Nemar and Karim S. Rebeiz
This research addresses the critical challenge of fostering customer loyalty within the highly competitive landscape of the insurance industry. The study investigates the…
Abstract
Purpose
This research addresses the critical challenge of fostering customer loyalty within the highly competitive landscape of the insurance industry. The study investigates the interplay between customer satisfaction, loyalty, and the influence of technology and service quality in the context of insurance services and in periods of crisis.
Design/methodology/approach
A quantitative research approach was employed, utilizing a structured questionnaire distributed among diverse insurance customers in Lebanon during crisis conditions. The data were analyzed using SPSS-Amos, incorporating descriptive statistics, correlation analysis, and structural equation modeling (SEM).
Findings
This research emphasizes the crucial role of customer satisfaction in fostering loyalty in the insurance sector, especially during crises. High satisfaction levels, influenced by user-friendly online platforms, positively correlate with increased customer loyalty. Technology plays a vital role in maintaining and improving satisfaction, making it a key driver during challenging times. Positive interactions between service quality and satisfaction further highlight the multifaceted impact of technology on shaping customer loyalty.
Practical implications
The research findings provide valuable insights with practical implications for insurers aiming to boost customer loyalty. The study recommends strategic investments in critical areas like claims processing, customer service, communication strategies, digitalization initiatives, and employee training. The study provides insights applicable particularly to insurance companies navigating crisis conditions.
Originality/value
This research contributes both to academic understanding and practical applications by shedding light on the distinctive challenges and opportunities faced by insurers in cultivating customer loyalty within the insurance industry during crisis. The elucidations provided serve as a foundation for developing targeted strategies to address these challenges and to leverage opportunities for enhanced customer loyalty.
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Michael Christofi, Olga Kvasova and Elias Hadjielias
This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19…
Abstract
Purpose
This paper has a dual purpose. The first is to provide a thorough analysis of developments in international marketing in relation to the coronavirus disease 2019 (COVID-19) pandemic; the second is to capitalize on these developments to set an agenda for future research in the field of international marketing.
Design/methodology/approach
This paper zooms in on and reviews the 18 papers published in International Marketing Review’s (IMR) Special Issue on “Covid 19: advancing international marketing theory and guiding practice” (2023, volume 40, issue 5). It also integrates recent research at the intersection of international marketing and the COVID-19 pandemic.
Findings
The paper highlights five areas that embody significant contemporaneous changes brought about by the COVID-19 pandemic and affect international marketing practice. These include (1) shifts in consumer behavior, (2) digitalization and artificial intelligence, (3) disruptions in supply chains, (4) communication and corporate social responsibility (CSR), and (5) international dynamic marketing capabilities. In order to advance international marketing theory in relation to pandemics and other external crises, the paper establishes research directions for each of these areas.
Originality/value
The paper provides a novel and comprehensive categorization of fundamental shifts caused by the COVID-19 pandemic and lays out a research roadmap to advance research in the field of International Marketing (IM). Important implications for practice are also discussed.
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Chandra Kant Upadhyay, Vijayshri Tiwari and Vineet Tiwari
The purpose of this paper is to provide trilogy in the emerging market for the establishment of business, economy and environment which is the new word for the development of any…
Abstract
Purpose
The purpose of this paper is to provide trilogy in the emerging market for the establishment of business, economy and environment which is the new word for the development of any nation to attain sustainable development. This research explores the prospective crowdshipper's willingness to participate in crowdshipping services through a motivational factor.
Design/methodology/approach
To understand the trend and future of this concept, Google Trends Analysis (GTA) has been used. The theoretical model has been validated empirically using a survey of 287 Indian (Generation Y and Z) urban participants, but focused is on Generation “Z” participants and subsequent analysis have been carried out using structural equation modelling.
Findings
A theoretical framework has been developed connecting the various factions of the crowdsourcing process thus providing an overall view of the process strategy for logistics start-ups. This conceptual framework of sharing economy in emerging market can benefit the prospective suppliers and their target receivers. Particularly trust in crowdshipper plays a significant mediating role between subject factors and next generation user willingness to participate in crowdshipping services for sustainable last-mile delivery.
Originality/value
The present theoretical foundations and frameworks have been studied to get an idea of the main aspects of the field. It has the potential to provide the impetus for collaboration with the various stakeholders thus achieving the sustainable development process. The practical inference of this study is the usability in terms of the plugin application for e-retailer in emerging markets.
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Dora Agapito and Marianna Sigala
This paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The paper investigates the evolution of experience research…
Abstract
Purpose
This paper aims to provide a critical reflection on the management of experiences in hospitality and tourism (H&T). The paper investigates the evolution of experience research, while discussing the emerging challenges and opportunities for management.
Design/methodology/approach
The study adopts a critical and reflective approach for providing future directions of experience research. Three major fields are identified to discuss advances, challenges and opportunities in experience research: conceptualization and dimensions of experiences; relational network for experience management; and theoretical and methodological approaches.
Findings
The paper proposes a mindset shift to guide experience research, but also to redirect and research thinking and managerial practices about the role of experiences in the economy and society. This proposed humanized perspective to experience research and management is deemed important given the contemporary socio-economic, environmental and technological challenges of the environment.
Research limitations/implications
This paper identifies a set of theoretical and managerial implications to help scholars and professionals alike to implement the humanized perspective to experience research. Implications relate to conceptualization, relational network and theoretical and methodological approaches in experience research.
Originality/value
This study critically assesses research challenges and opportunities around customer experience management (CEM) in H&T contexts. This reflective and critical look at customer experiences not only informs future research for advancing knowledge and practice but also proposes a mindset shift about the role and nature of CEM in the society and economy.
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Chiara Ancillai, Sara Bartoloni and Federica Pascucci
The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.
Abstract
Purpose
The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.
Design/methodology/approach
The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.
Findings
The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.
Originality/value
Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.
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