Journal of Tourism and Development

Journal of Tourism and Development

Investigating the relationship between Corporate Culture and Customer Relationship Management in the Hotel Industry (Case Study: Four Star Hotels in Yazd)

Document Type : Original Article

Authors
Mehdi Basouli 1
Mahnaz Doosti-Irani 2
1 Assistant Professor of ACECR, Yazd, Iran;
2 PhD Student of Tourism, Department of tourism management, Faculty of Humanities, University of Science and Art, Yazd, Iran;
10.22034/jtd.2020.220230.1971
Abstract
Since one of the ways to maintain loyal customers is customer relationship management (CRM), it is essential to understand the factors that influence it. Various studies have been conducted in this area. The purpose of the present study is to investigate the impact of organizational culture (adaptation, engagement, adaptability and mission) on customer relationship management (focus on key customers, process organization, knowledge management and modern technologies) in the hotel industry. The research method is quantitative, applied and descriptive-correlation. Denison (1990) standard questionnaire and Customer relationship management questionnaire (Sinn et al. (2005)) were used to measure organizational culture. The statistical sample of the study was randomly selected from four-star hotel staff and managers in Yazd city And the conceptual model of research has been analyzed and analyzed using partial least squares structural equation modeling (PLS-SEM). Research findings show that organizational culture has a significant impact on customer relationship management in hotel industry.
Keywords
organizational culture
customer relationship management
hotel
partial least squares structural equations modeling
براتی مارنانی، احمد. قادری، اعظم، گوهری، محمودرضا و صادقی، احمد (1389). «بررسی فرهنگ سازمانی بیمارستان شهید هاشمی‌نژاد تهران بر اساس مدل دنیسون ـ 1388». مدیریت سلامت، دورۀ 13، شمارۀ 40، ص 63-72.
بلوکی، صدیقه، پرون، صدیقه و حق‌شناس، فاطمه (۱۳۹۴). «بررسی تأثیر فرهنگ سازمانی بر مدیریت ارتباط با مشتری (CRM)». دومین کنفرانس بین‌المللی مدیریت در قرن 21، تهران. مؤسسۀ مدیران ایده‌پرداز پایتخت ویرا.
داوری، علی و رضازاده، آرش (1392). مدل‌سازی معادلات ساختاری با نرم‌افزار PLS. تهران: سازمان انتشارات جهاد دانشگاهی.
صالحی کردآبادی، سجاد (۱۳۹۳). «مدیریت ارتباط با مشتری و عملکرد بازاریابی (موردمطالعه: صنعت بیمۀ استان گیلان)». بیست‌ویکمین همایش ملی و هفتمین همایش بین‌المللی بیمه و توسعه، پژوهشکدۀ بیمه، تهران.
مدادی، الهه، کشکر، سارا و صدقی، حسن (1395). «بررسی رابطۀ مدیریت ارتباط با مشتری و ویژگی‌های فرهنگ سازمانی». دومین همایش ملی انجمن علمی مدیریت ورزشی، تهران.
نیکو، حسین و مروتی شریف‌آبادی، علی (1396). «تأثیر مدیریت ارتباط با مشتری بر جنبه‌های عملکرد سازمانی (موردمطالعه: هتل‌های سه تا پنج ستارۀ مشهد)». مطالعات مدیریت گردشگری، شمارۀ 39، ص 27-48.
Al Dahnahani, A., & Abdullah, N. H. (2019). “Influence Of Organizational Culture And Employees’job Performance: An Empirical Study Of Abu Dhabi National Oil Company”. International Journal of Business Management and Economic Review, 2(5), 38-53
Al-Weshah, G. A., Al-Manasrah, E., & Al-Qatawneh, M. (2019). “Customer relationship management systems and organizational performance: Quantitative evidence from the Jordanian telecommunication industry”. Journal of Marketing Communications, 25(8), 799-819.
Bilgihan, A., Nejad, M. G., Bahri-Ammari, N., & Nusair, K. (2015). Key factors for a successful implementation of a customer relationship management technology in the Tunisian hotel sector. Journal of Hospitality and Tourism Technology.
Denison, D. R. (1990). Corporate culture and organizational effectiveness. John Wiley & Sons.
Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). “Social customer relationship management: An integrated conceptual framework”. Journal of Hospitality Marketing & Management, 28(2), 172-188.
Fornell, C., & Larcker, D. F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research, 18(1), 39-50.
Gülerdġ, M. (2020). The Dark Triad And Counterproductive Work Behaviors: Organizational Culture As A Moderator (Doctoral Dissertation, Middle East Technical University).
Harrigan, P., Ramsey, E., & Ibbotson, P. (2012). “Entrepreneurial marketing in SMEs: the key capabilities of e-CRM”. Journal of Research in Marketing and Entrepreneurship, (14)1, 40–64.
Kassem, R., Ajmal, M., Gunasekaran, A., & Helo, P. (2019). “Assessing the impact of organizational culture on achieving business excellence with a moderating role of ICT”. Benchmarking: An International Journal.
Kirin, S., Gavrić, G., & Kirin, S. (2019). “Organizational Culture in Serbian Companies According to the Denison Model”. Economic Analysis, 52(1), 97-108.
Nguyen, T., & Pham, T. (2020). “The effect of corporate entrepreneurship, organizational culture on supply chain management and business performance in chemical industry”. Uncertain Supply Chain Management, 8(1), 67-76.
Rahimi, R. (2017). “Customer relationship management (people, process and technology) and organisational culture in hotels: Which traits matter?”. International Journal of Contemporary Hospitality Management, 29(5), 1380-1402.
Shita, T. (2019). The Effect Of Organizational Culture On Emplyees Job Performance: The Case Of Heineken Ethiopia (Doctoral Dissertation, St. Mary's University).
Sigala, M. (2018). “Implementing social customer relationship management”. International Journal of Contemporary Hospitality Management.
Sin, L. Y., Tse, A. C., & Yim, F. H. (2005). “CRM: conceptualization and scale development”. European Journal of Marketing, 39(11/12), 1264-1290.
Sota, S., Chaudhry, H., & Srivastava, M. K. (2020). “Customer relationship management research in hospitality industry: a review and classification”. Journal of Hospitality Marketing & Management, 29(1), 39-64.
Tenenhaus, M., Amato, S., Esposito Vinzi, V. (2004). “A global goodness-offit index for PLS structural equation modeling”. In Proceedings of the XLII SIS Scientific Meeting, 1(2), 739-742.
Xuan, T. T. H., Hao, N. Đ., & Phuc, N. T. (2019). “Organizational Culture Of Enterprises In Thua Thien Hue Province With Denison Model”. Hue University Journal of Science: Economics and Development, 128(5C), 45-54
Journal of Tourism and Development
Volume 9, Issue 3 - Serial Number 24
Summer 2020
Pages 249-262