Dynamic Capability of Customer Relationship Management and Market Performance of Five- Star Hotels in Nigeria
Vol 3 Issue 2
Customer relationship management, one of the first among equals strategic tool of 21st century for organizational success. The study purposefully is said to develop an encompassing framework that will marry dynamic capabilities and customer relationship management literature. The framework was tested on data collected from 20 five-star hotels in Nigeria using spearman Rank order correlation with the aid of SPSS version 22. Findings revealed that dynamic capability mediated the relationship between customer relationship management and marketing performance. It was based on the findings we conclude that organization will record superior performance when dynamic capability is immersed into CRM. Thus, it was based on that, we recommend that firms should begin align its resources and structures for greater outcomes.
