Capability Dimensions Impact of Customer Relationship Management on Marketing Performance of Five-Star Hotels in Southern Nigeria
Vol. 4 Issue
Customer relationship management a strategic tool of 21st century, but most times misconceived. This study conceptualized customer relationship management as an organizational capability anchored on resource base view. Methodologically, a cross-sectional quantitative study, data were sourced from eighteen five-star hotels in southern Nigeria. Findings revealed that all the dimensions of customer relationship management capability wades influence on marketing performance, when isolated, organization one of the dimensions wade the strongest influence on marketing performance. Thus, we recommend that decision makers should anchor their customer relationship management initiative on this.
