An examination of the relationships between customer relationship management quality, service quality, customer satisfaction and customer loyalty: The case of five star hotels
DOI:
https://doi.org/10.14738/assrj.62.6202Keywords:
CRM quality, service quality, customer satisfaction, customer loyaltyAbstract
Customer’s loyalty seems to have received a lot of attention from scholars. This research began by describing customer relationship management (CRM) quality and service quality. The meditational model that links CRM quality and service quality with customer loyalty through customer satisfaction is proposed. Appropriate steps are identified and surveys conducted among 1,825 hotel customers using simple random sampling techniques. 773 questionnaires were returned with a response rate of around 42.3 percent, 46 questionnaires were deemed unusable because of the large amount of missing data so that 309 analysis units could be used. The results show that customer satisfaction plays a mediating role in the effect of CRM quality and service quality on customer loyalty. The implications are discussed, the limitations of the study are noted and the possible fields for further research are shown.
References
. Abu-ELSamen, AA, Akroush, MN, Al-Khawaldeh, FM, & Al-Shibly, MS (2011). Towards an integrated model of customer service skills and customer loyalty: The mediating role of customer satisfaction. International Journal of Commerce and Management, 21 (4), 349-380. https://doi.org/10.1108/10569211111189365
. Al-Qeed, MA, ALsadi, BY, & Al-Azzam, ZF (2017). The Impact of Customer Relationship Management on Achieving Service Quality of Banking Sector of Jordan. International Journal of Business and Management, 12 (3), 180.
. Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17 (1), 99-120. https://doi.org/10.1177/014920639101700108
. Bhakane, B. (2015). Effect of customer relationship management on customer satisfaction and loyalty.
. Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European journal of marketing, 36 (7/8), 811-828. https://doi.org/10.1108/03090560210430818
. Central Bureau of Statistics. (2018) Room Occupancy Rates in Makassar City, South Sulawesi Province
. Cronin Jr, JJ, & Taylor, SA (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68. https://doi.org/10.2307/1252296
. Dagger, TS, & O'Brien, TK (2010). Does experience matter? Differences in relationship benefits, satisfaction, trust, commitment and loyalty for novice and experienced service users. European Journal of Marketing, 44 (9/10), 1528-1552. https://doi.org/10.1108/03090561011062952
. Engel, JF, Blackwell, RD & Miniard, PW (1990), Consumer Behavior, Dryden, Chicago, IL
. Fitzsimmons, JA, & Fitzsimmons, MJ (1994). Service management for competitive advantage. New York, NY: McGraw-Hill.
. Gordon, I. (2002). Best practices: Customer relationship management. Ivey Business Journal, 67 (2), 1-5.
. Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
. Hair, JF (2006). Multivariate Data Analysis. Edition 5. Jakarta: Gramedia Main Library
. Jacoby, J., & Chestnut, RW (1978). Brand loyalty: Measurement and management. John Wiley & Sons Incorporated.
. Kassim, N., & Asiah Abdullah, N. (2010). The effect of perceived service quality on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22 (3), 351-371. https://doi.org/10.1108/13555851011062269
. Kaura, V., Durga Prasad, CS, & Sharma, S. (2015). Service quality, convenience services, price and fairness, customer loyalty, and the mediating role of customer satisfaction. International Journal of Bank Marketing, 33 (4), 404-422. https://doi.org/10.1108/IJBM-04-2014-0048
. Kennedy, MS, Ferrell, LK, & LeClair, DT (2001). Consumers' trust of salesperson and manufacturer: an empirical study. Journal of Business Research, 51 (1), 73-86.
. Komunda, M., & Osarenkhoe, A. (2012). Remedy or cure for service failure? Effects of service recovery on customer satisfaction and loyalty. Business Process Management Journal, 18 (1), 82-103. https://doi.org/10.1108/14637151211215028
. Kotler, Philip & Armstrong, Gary. (2013). Principles of Marketing, 12th Edition. Erlangga Publisher.
. Kotler, Philip & Kevin Lane Keller. (2012). Marketing Management 13. New Jersey: Pearson Prentice Hall, Inc.
. Kotler, Philip (2000). Principles - Principles of Marketing Management, Jakarta: Prenhalindo
. Lemy, D., Goh, E., & Ferry, J. (2019). Moving out of the silo: How service quality innovations can develop customer loyalty in Indonesia's hotels. Journal of Vacation Marketing. https://doi.org/10.1177/1356766718819658
. Makanyeza, C., & Chikazhe, L. (2017). Mediators of relationship between service quality and customer loyalty: Evidence from the banking sector in Zimbabwe. International Journal of Bank Marketing, 35 (3), 540-556. https://doi.org/10.1108/IJBM-11-2016-0164
. Morgan, RM, & Hunt, SD (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38. https://doi.org/10.2307 / 1252308
. Nyadzayo, MW, & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270. https://doi.org/10.1016/j.jretconser.2016.02.002
. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 460-469. https://doi.org/10.2307/3150499
. Oliver, RL (1993). Cognitive, affective, and bases of satisfaction response attributes. Journal of consumer research, 20 (3), 418-430. https://doi.org/10.1086/209358
. Oliver, RL (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGraw Hill
. Olsen, MD, & Connolly, DJ (2000). Experience-based travel: How technology is changing the hospitality industry. Cornell Hotel and Restaurant Administration Quarterly, 41 (1), 30-40. https://doi.org/10.1177/001088040004100121
. Osman, Z., & Sentosa, I. (2013). The mediating effect of customer satisfaction on service quality and customer loyalty relationships in Malaysian rural tourism.
. Parasuraman, A., Zeithaml, VA, & Berry, LL (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50. https://doi.org/10.2307/1251430
. Parasuraman, A., Zeithaml, VA, & Berry, LL (1988). Servqual: A multiple-item scale for measuring consumer perceptions. Journal of retailing, 64 (1), 12.
. Petzer, DJ, & van Tonder, E. (2019). Loyalty intentions and selected relationship quality constructs: The mediating effect of customer engagement. International Journal of Quality & Reliability Management. https://doi.org/10.1108/IJQRM-06-2018-0146
. Rahimi, R., & Kozak, M. (2017). Impact of customer relationship management on customer satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing, 34 (1), 40-51. https://doi.org/10.1080/10548408.2015.1130108
. Ramli, AH, & Sjahruddin, H. (2015). Building patient loyalty in healthcare services. International Review of Management and Business Research, 4 (2), 391.
. Rapp, A., Trainor, KJ, & Agnihotri, R. (2010). Performance implications of customer-linking capabilities: Examining the complementary role of customer orientation and CRM technology. Journal of Business research, 63 (11), 1229-1236. https://doi.org/10.1016/j.jbusres.2009.11.002
. Reynolds, K. E., & Arnold, M. J. (2000). Customer loyalty to the salesperson and the store: examining relationship customers in an upscale retail context. Journal of personal selling & sales management, 20(2), 89-98. https://doi/abs/10.1080/08853134.2000.10754228
. Rowley, J. (2005). The four Cs of customer loyalty. Marketing intelligence & planning, 23 (6), 574-581. https://doi.org/10.1108/02634500510624138
. Sari, HK (2009). Effectiveness of Loyalty Programs in Customer Relationship Management on Customer Satisfaction and Loyalty (Study of the Activity of the Retention Division in the Im3 @ School Community Loyalty Program at PT Indosat Tbk. Malang Branch Office).
. Sari, NP, Daryanto, HK, & Saptono, IT (2018). Effect of Customer Relationship Management on PT Bank BNI Customer Satisfaction and Loyalty. Journal of Business and Management Applications (JABM), 4 (1), 129.
. Sheng, T., & Liu, C. (2010). An empirical study of the effect of e-service quality on online customer satisfaction and loyalty. Nankai international business review, 1 (3), 273-283. https://doi.org/10.1108/20408741011069205
. Sheth, JN, Mittal, B., Newman, BI, & Sheth, JN (2004). Customer behavior: A managerial perspective.
. Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction. Journal of retailing, 70(2), 163-178.
. Tjiptono, Fandy. (2014), Marketing Services - Principles, Applications, and Research, Andi Offset, Yogyakarta.
. Trainor, KJ, Andzulis, JM, Rapp, A., & Agnihotri, R. (2014). Social media usage and customer relationship performance media: A capabilities-based examination of social CRM. Journal of Business Research, 67 (6), 1201-1208. https://doi.org/10.1016/j.jbusres.2013.05.002
. Wang, Y., & Feng, H. (2012). Customer relationship management capabilities: Measurement, antecedents and consequences. Management Decision, 50 (1), 115-129. https://doi.org/10.1108/00251741211194903
. Wijaya, BS & Sahetapy. WS (2019). Analysis of the effect of customer relationship management on customer satisfaction and customer loyalty (Study at Kafe Damgo Makassar). Agora, 7 (1).
. Woodruff, RB, & Gardial, S. (1996). Know your customer: New approaches to understanding customer value and satisfaction. Wiley.
. Wu, SI, & Lu, CL (2012). The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan. International Journal of Hospitality Management, 31 (1), 276-285. https://doi.org/10.1016/j.ijhm.2011.06.012
. Yulianti, L., Sjahruddin, H., & Tahir, B. (2015). Implementation of Customer Relationship Management (CRM) on Customer Satisfaction and Loyalty of Samsung Brand Android Smartphone Users. Journal of Organization and Management. September, 1-15
. Zeithaml, VA (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science, 28 (1), 67-85. https://doi.org/10.1177%2F0092070300281007
. Zeithaml, VA, & Bitner, MJ (2003). Services Marketing: Integrating Customer Focus Across the Firm. New York: McGraw-Hill
. Zeithaml, VA, Berry, LL, & Parasuraman, A. (1996). The behavioral consequences of service quality. the Journal of Marketing, 31-46. https://doi.org/10.2307 / 1251929
. Zeithaml, VA, Parasuraman, A., Berry, LL, & Berry, LL (1990). Delivering quality service: Balancing customer perceptions and expectations. Simon and Schuster.
. Zineldin, M. (2006). The quality of health care and patient satisfaction: an exploratory investigation of the 5Qs model at some Egyptian and Jordanian medical clinics. International journal of health care quality assurance, 19 (1), 60-92. https://doi.org/10.1108/09526860610642609
Downloads
Published
How to Cite
Issue
Section
License
Authors wishing to include figures, tables, or text passages that have already been published elsewhere are required to obtain permission from the copyright owner(s) for both the print and online format and to include evidence that such permission has been granted when submitting their papers. Any material received without such evidence will be assumed to originate from the authors.
