Overview

Original Research

DIGITAL PERSPECTIVE OF THE IMPACT OF CRM ON MARKETING PERFORMANCE

JASSIM AHMAD AL-GASAWNEH 1, GHADA HAMMAD AL-RAWASHDEH 2, NAWRAS M. NUSAIRAT 3, ALAEDDIN MOHAMMAD KHALAF AHMAD 4, ABDUL HAFAZ NGAH 5, and QAIS HAMMOURI 6.

Vol 17, No 10 ( 2022 )   |  DOI: 10.5281/zenodo.7220624   |   Author Affiliation: Marketing Department, Applied Science Private University, Amman, Jordan 1,3,6; Cyber Security Department, Irbid National University, Amman, Jordan 2; Department of Marketing and Social Media, Prince Sumaya University for Technology, Amman, Jordan 4; Faculty of Business, Economy and Social Development, Universiti Malaysia Terengganu, Kuala Terengganu, Malaysia 5.   |   Licensing: CC 4.0   |   Pg no: 625-635   |   To cite: JASSIM AHMAD AL-GASAWNEH, et al., (2022). DIGITAL PERSPECTIVE OF THE IMPACT OF CRM ON MARKETING PERFORMANCE. 17(10), 625–635. https://doi.org/10.5281/zenodo.7220624   |   Published on: 18-10-2022

Abstract

The performance of marketing has been a major factor in the recent significant decline in hotel occupancy rates. As a result, hoteliers and decision-makers are looking for innovative ways to boost "marketing performance" and raise occupancy rates. Thus, the current work investigates how "customer relationship management dimensions" (such as "CRM organizations, CRM knowledge management, and CRM technology-based") affect "marketing performance." A total of 149 hotel managers in Jordan provided information, which was then compiled and analyzed. The analysis process employed "Smart Partial Least Squares," which demonstrated that the key customer focus, CRM organizations, CRM knowledge management, and CRM technology-based dimensions had a positive impact on "marketing performance. Hoteliers can use these findings to create efficient marketing plans that make use of contemporary communication and technological resources.

Keywords

CRM Performance, Marketing Performance, hotels