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THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON BUSINESS PERFORMANCE: A FIELD SURVEY ON HOTELS IN TURKEY

Year 2021, Volume: 10 Issue: 20, 52 - 71, 31.12.2021

Abstract

Customer relationship management is a comprehensive management philosophy that aims to create a customer-centered strategy as a result of a change that covers the entire enterprise. Business performance is a reflection of how a business can benefit from tangible and intangible resources to achieve its goals. The aim of the research is to examine the effect of CRM dimensions on business performance. This research has implemented in the hospitality sector in Turkey 3-, 4- and 5-star hotels constitute administrators. According to data of the tourism business documents (Turkey Hotels Association), there are 2531 businesses in the hospitality sector in Turkey. We have not reached 535 hotels in order to the e-mail address. A survey was sent to the 1996 hotel managers electronically. 174 hotel managers completed the survey. As a result of the study, it was seen that customer relationship management affects business performance and sub-dimensions of business performance, namely financial, internal process, customer, learning and growth performance.

References

  • Akroush, N. M., Dahiyat, S. E., Gharaibeh, H. S., & Abu-Lail, N. B. (2011). Customer relationship management implementation: An investigation of a scale's generalizability and its relationship with business performance in a developing country context. International Journal of Commerce and Management, 21 (2), 158-190.
  • alem Mohammad, A., bin Rashid, B., & bin Tahir, S. (2013). Assessing the influence of customer relationship management (CRM) dimensions on organization performance: An empirical study in the hotel industry. Journal of Hospitality and Tourism Technology, 4 (3), 228-247.
  • Al-Mudimigh, A. S. (2009). CRM scorecard-based management system: Performance evaluation of Saudi Arabian banks. Journal of Digital Asset Management, 5 (6), 347-351.
  • Bento, A., Bento, R., & White, F. L. (2013). Validating cause and effect relationships in the balanced scorecard. Academy of Accounting and Financial Studies Journal, 17 (3), 45-55.
  • Brown, T. J., Mowen, J. C., Donavan, D. T., & Licata, J. W. (2002). The customer orientation of service workers: personality trait effects on self and supervisor performance ratings. Journal of Marketing Research, 39 (1), 110-119.
  • Castellanos-Verdugo, M., Oviedo-Garcia, M. A., & Roldan, J. L. (2009). The employee-customer relationship quality antecedents and consequences in the hotel industry. International Journal of Contemporary Hospitality Management, 21 (3), 251-274.
  • Charoensukmongkol, P., & Sasatanun, P. (2017). Social media use for CRM and business performance satisfaction: The moderating roles of social skills and social media sales intensity. Asia Pacific Management Review, 22 (1), 25-34.
  • Civelek, A. (2016). Konaklama işletmelerinde müşteri ilişkileri yönetiminin işletme performansına etkisi: 5 yıldızlı oteller üzerine bir uygulama. Journal of Selçuk University Vocational School of Social Sciences, 19 (2), 233-253.
  • Croteau, A. M., & Li, P. (2003). Critical success factors of CRM technological initiatives. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de administration, 20 (1), 21–34.
  • Dev, C. S., & Olsen, M. D. (2000). Marketing challenges for the next decade. Cornell Hotel and Restaurant Administration Quarterly, 41 (1), 41–43.
  • Dutu, C., & Halmajan, H. (2011). The effect of organizational readiness on CRM and business performance. International Journal of Computers, 5 (1), 106-114.
  • Ergün, E., & İşler, D. B. (2020). Konaklama işletmelerinde sosyal müşteri ilişkileri yönetimi yetenekleri ve işletme performansı: Fethiye ve Marmaris bölgelerinde bir uygulama. International Journal of Management, Economics and Business, 16 (1), 199-217.
  • Grant, R. M. (1996). Prospering in dynamically-competitive environments: organizational capability as knowledge integration. Organization Science, 7 (4), 375-387.
  • Göztepe, H. (2009). Öğrenen organizasyon dinamiklerinin toplam kalite yönetimi, İnovasyon ve organizasyon performansına etkileri (Tez No. 239869) [Yüksek Lisans tezi, Gebze Yüksek Teknoloji Enstitüsü]. Ulusal Tez Merkezi YÖKTEZ.
  • Güleş, H. K., Akgemici, T., & Civelek, A. (2005). Stratejik bir rekabet aracı olarak müşteri ilişkileri yönetimi: Konaklama işletmeleri üzerine bir uygulama. The Journal of Social Economic Research, 5 (9), 272-290.
  • Güriş, S., & Astar, M. (2019). “Hipotez testleri”, bilimsel araştırmalarda SPSS istatistik. Der Yayınları.
  • Hennig-Thurau, T. (2004). Customer-orientation of service employees: its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15 (5), 460–478.
  • Ismail, H. B., Talukder, D., & Panni, M. F. A. K. (2007). Technology dimension of CRM: The orientation level and its impact on the business performance of SMEs in Malaysia. International Journal of Electronic Customer Relationship Management, 1 (1), 16-29.
  • Kaplan, R. S., & Norton, D. P. (1992). The balanced scorecard – measures that drive performance. Harvard Business Review, 70 (1), 71-79.
  • Kaplan, R. S., & Norton, D. P. (1996). Using the balanced scorecard as a strategic management system. Harvard Business Review, 74 (1), 75-85.
  • Kaplan, R. S., & Norton, D. P. (1996c). The balanced scorecard: translating strategy into action. Harvard Business School Press.
  • Kaplan, R. S., & Norton, D. P. (2001). Transforming the balanced scorecard from performance measurement to strategic management: Part I. Accounting Horizons, 15 (1), 87-104.
  • Kaplan, R. S., & Norton, D. P. (2001). Transforming the balanced scorecard from performance measurement to strategic management: Part II. Accounting Horizons, 15 (2), 147–160.
  • Kaplan, R. S., & Norton, D. P. (2004). Measuring the strategic readiness of intangible assets. Harvard Business Review, 82 (2), 52-63.
  • Keramati, A., Mehrabi, H., & Mojir, N. (2010). A process-oriented perspective on customer relationship management and organizational performance: an empirical investigation. Industrial Marketing Management, 39, 1170-1185.
  • Khachaturyan, V. (2012). CRM and business performance. Software Engineering, 2 (5), 180-185.
  • Kim, J., Suh, E., & Hwang, H. (2003). A model for evaluating the effectiveness of CRM using the balanced scorecard. Journal of Interactive Marketing, 17 (2), 5-19.
  • Kim, B. Y. (2008). Mediated effects of customer orientation on customer relationship management performance. International Journal of Hospitality & Tourism Administration, 9 (2), 192-218.
  • Korkmaz, S., Eser, Z., & Öztürk, S. A. (2017). Pazarlama kavramlar-ilkeler-kararlar. Siyasal Kitabevi.
  • Lanjananda, P., & Patterson, P. G. (2008). Determinants of customer-oriented behavior in a health care context. Journal of Service Management, 20 (1), 5-32.
  • Medjani, F., & Barnes, S. (2021). Social customer relationship management and organizational performance: Testing a conceptual model in the North African context. Industrial Management & Data Systems, 121 (7), 1617-1641.
  • Moreno, G. A., & Melendez, P. A. (2011). Analyzing the ımpact of knowledge management on CRM success: the mediating effects of organizational factors. International Journal of Information Management, 31 (5), 437-444.
  • Moriarty, J., Jones, R., Rowley, J., & Kupiec‐Teahan, B. (2008). Marketing in small hotels: a qualitative study. Marketing Intelligence & Planning, 26 (3), 293-315.
  • Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 45 (4), 20-36.
  • Özilhan, D. (2010). Müşteri ilişkileri yönetimi (MİY) uygulamalarının işletme performansına etkileri. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 1 (1), 18-30.
  • Parvatiyar, A., & Sheth, N. J. (2000). Conceptual framework of customer relationship management. Customer Relationship Management: Emerging Concepts, Tools and Applications. Retrieved from https://www.jagsheth.com/relationship-marketing/conceptual-framework-of-customer-relationship-management/
  • Peppard, J. (2000). Customer relationship management (CRM) in financial services. European Management Journal, 18 (3), 312-327.
  • Punniyamoorthy, M., & Murali, R. (2008). Balanced score for the balanced scorecard: a benchmarking tool. Benchmarking: An International Journal, 15 (4), 420-443.
  • Rafiki, A., Hidayat, S. E., & Al Abdul Razzaq, D. (2019). CRM and organizational performance: A survey on telecommunication companies in Kuwait. International Journal of Organizational Analysis, 27 (1), 187-205.
  • Sin, L. Y. M., Tse, A, C. B., & Yim, F. H. K. (2005). CRM: conceptualization and scale development. European Journal of Marketing, 39 (11/12), 1264-1290.
  • Tseng, F. M., Chiu, Y. J., & Chen, J. S. (2007). Measuring business performance in the high-tech manufacturing industry: a case study of Taiwan’s large-sized TFT-LCD panel companies. The Internatıonal Journal of Management Science, 37 (3), 686–697.
  • Upadhaya, B., Munir, R., & Blount, Y. (2014). Association between performance measurement systems and organizational effectiveness. International Journal of Operations & Production Management, 34 (7), 853-875.
  • Wang, Y., Bhanugopan, R., & Lockhart, P. (2015). Examining the quantitative determinants of organizational performance: evidence from China. Measuring Business Excellence, 19 (2), 23–41.
  • Wu, S. I., & Lu, C. (2012). The relationship between CRM, RM, and business performance: a study of the hotel industry in Taiwan. International Journal of Hospitality Management, 31, 276-285.
  • Yılmaz, C., Alpkan, L., & Ergun E. (2005). Cultural determinants of customer and learning-oriented value systems and their joint effects on firm performance”, Journal of Business Research, 58, 1340-1352.
  • Yiğit, D. (2017). Müşteri ilişkileri yönetimi, veri madenciliğinin müşteri ilişkileri yönetiminde kullanımı ve bir uygulama (Tez No. 475495) [Yüksek Lisans tezi, Galatasaray Üniversitesi]. Ulusal Tez Merkezi YÖKTEZ.
  • Yükçü, S. (2014). Herkes için yönetim muhasebesi. Altın Nokta Yayınevi.
  • Zahra, A. S., & George, G. (2002). Absorptive capacity: a review, reconceptualization, and Extension. The Academy of Management Review, 27 (2), 185-203.

THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON BUSINESS PERFORMANCE: A FIELD SURVEY ON HOTELS IN TURKEY

Year 2021, Volume: 10 Issue: 20, 52 - 71, 31.12.2021

Abstract

Müşteri ilişkileri yönetimi, işletmenin tamamını kapsayan bir değişim sonucunda müşteri merkezli bir strateji oluşturmayı hedefleyen kapsamlı bir yönetim felsefesidir. İşletme performansı, bir işletmenin hedeflerine ulaşmak için maddi ve maddi olmayan kaynaklardan nasıl yararlanabileceğinin bir yansımasıdır. Bu araştırmanın amacı, müşteri ilişkileri yönetimi boyutlarının işletme performansı üzerine etkilerini incelemektir. Araştırmanın kapsamını Türkiye’de konaklama sektöründe faaliyet gösteren 3, 4 ve 5 yıldızlı otel yöneticileri oluşturmaktadır. Türkiye Otelciler Birliği (TÜROB) verilerine göre, konaklama sektöründe turizm işletmeciliği belgesine sahip Türkiye’de 2531 otel işletmesi bulunmaktadır. 535 otel işletmesinin e-posta adresinin hatalı veya eksik olması nedeniyle 1996 otel yöneticisine elektronik ortamda anket uygulaması yapılmıştır. Bunlar içerisinden 174 otel yöneticisi geri dönüş sağlamıştır. Araştırma neticesinde müşteri ilişkileri yönetiminin işletme performansını ve işletme performansının alt boyutları olan finansal performans, müşteri performansı, iç süreç performansı ve öğrenme ve büyüme performansını etkilediği görülmüştür.

References

  • Akroush, N. M., Dahiyat, S. E., Gharaibeh, H. S., & Abu-Lail, N. B. (2011). Customer relationship management implementation: An investigation of a scale's generalizability and its relationship with business performance in a developing country context. International Journal of Commerce and Management, 21 (2), 158-190.
  • alem Mohammad, A., bin Rashid, B., & bin Tahir, S. (2013). Assessing the influence of customer relationship management (CRM) dimensions on organization performance: An empirical study in the hotel industry. Journal of Hospitality and Tourism Technology, 4 (3), 228-247.
  • Al-Mudimigh, A. S. (2009). CRM scorecard-based management system: Performance evaluation of Saudi Arabian banks. Journal of Digital Asset Management, 5 (6), 347-351.
  • Bento, A., Bento, R., & White, F. L. (2013). Validating cause and effect relationships in the balanced scorecard. Academy of Accounting and Financial Studies Journal, 17 (3), 45-55.
  • Brown, T. J., Mowen, J. C., Donavan, D. T., & Licata, J. W. (2002). The customer orientation of service workers: personality trait effects on self and supervisor performance ratings. Journal of Marketing Research, 39 (1), 110-119.
  • Castellanos-Verdugo, M., Oviedo-Garcia, M. A., & Roldan, J. L. (2009). The employee-customer relationship quality antecedents and consequences in the hotel industry. International Journal of Contemporary Hospitality Management, 21 (3), 251-274.
  • Charoensukmongkol, P., & Sasatanun, P. (2017). Social media use for CRM and business performance satisfaction: The moderating roles of social skills and social media sales intensity. Asia Pacific Management Review, 22 (1), 25-34.
  • Civelek, A. (2016). Konaklama işletmelerinde müşteri ilişkileri yönetiminin işletme performansına etkisi: 5 yıldızlı oteller üzerine bir uygulama. Journal of Selçuk University Vocational School of Social Sciences, 19 (2), 233-253.
  • Croteau, A. M., & Li, P. (2003). Critical success factors of CRM technological initiatives. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de administration, 20 (1), 21–34.
  • Dev, C. S., & Olsen, M. D. (2000). Marketing challenges for the next decade. Cornell Hotel and Restaurant Administration Quarterly, 41 (1), 41–43.
  • Dutu, C., & Halmajan, H. (2011). The effect of organizational readiness on CRM and business performance. International Journal of Computers, 5 (1), 106-114.
  • Ergün, E., & İşler, D. B. (2020). Konaklama işletmelerinde sosyal müşteri ilişkileri yönetimi yetenekleri ve işletme performansı: Fethiye ve Marmaris bölgelerinde bir uygulama. International Journal of Management, Economics and Business, 16 (1), 199-217.
  • Grant, R. M. (1996). Prospering in dynamically-competitive environments: organizational capability as knowledge integration. Organization Science, 7 (4), 375-387.
  • Göztepe, H. (2009). Öğrenen organizasyon dinamiklerinin toplam kalite yönetimi, İnovasyon ve organizasyon performansına etkileri (Tez No. 239869) [Yüksek Lisans tezi, Gebze Yüksek Teknoloji Enstitüsü]. Ulusal Tez Merkezi YÖKTEZ.
  • Güleş, H. K., Akgemici, T., & Civelek, A. (2005). Stratejik bir rekabet aracı olarak müşteri ilişkileri yönetimi: Konaklama işletmeleri üzerine bir uygulama. The Journal of Social Economic Research, 5 (9), 272-290.
  • Güriş, S., & Astar, M. (2019). “Hipotez testleri”, bilimsel araştırmalarda SPSS istatistik. Der Yayınları.
  • Hennig-Thurau, T. (2004). Customer-orientation of service employees: its impact on customer satisfaction, commitment, and retention. International Journal of Service Industry Management, 15 (5), 460–478.
  • Ismail, H. B., Talukder, D., & Panni, M. F. A. K. (2007). Technology dimension of CRM: The orientation level and its impact on the business performance of SMEs in Malaysia. International Journal of Electronic Customer Relationship Management, 1 (1), 16-29.
  • Kaplan, R. S., & Norton, D. P. (1992). The balanced scorecard – measures that drive performance. Harvard Business Review, 70 (1), 71-79.
  • Kaplan, R. S., & Norton, D. P. (1996). Using the balanced scorecard as a strategic management system. Harvard Business Review, 74 (1), 75-85.
  • Kaplan, R. S., & Norton, D. P. (1996c). The balanced scorecard: translating strategy into action. Harvard Business School Press.
  • Kaplan, R. S., & Norton, D. P. (2001). Transforming the balanced scorecard from performance measurement to strategic management: Part I. Accounting Horizons, 15 (1), 87-104.
  • Kaplan, R. S., & Norton, D. P. (2001). Transforming the balanced scorecard from performance measurement to strategic management: Part II. Accounting Horizons, 15 (2), 147–160.
  • Kaplan, R. S., & Norton, D. P. (2004). Measuring the strategic readiness of intangible assets. Harvard Business Review, 82 (2), 52-63.
  • Keramati, A., Mehrabi, H., & Mojir, N. (2010). A process-oriented perspective on customer relationship management and organizational performance: an empirical investigation. Industrial Marketing Management, 39, 1170-1185.
  • Khachaturyan, V. (2012). CRM and business performance. Software Engineering, 2 (5), 180-185.
  • Kim, J., Suh, E., & Hwang, H. (2003). A model for evaluating the effectiveness of CRM using the balanced scorecard. Journal of Interactive Marketing, 17 (2), 5-19.
  • Kim, B. Y. (2008). Mediated effects of customer orientation on customer relationship management performance. International Journal of Hospitality & Tourism Administration, 9 (2), 192-218.
  • Korkmaz, S., Eser, Z., & Öztürk, S. A. (2017). Pazarlama kavramlar-ilkeler-kararlar. Siyasal Kitabevi.
  • Lanjananda, P., & Patterson, P. G. (2008). Determinants of customer-oriented behavior in a health care context. Journal of Service Management, 20 (1), 5-32.
  • Medjani, F., & Barnes, S. (2021). Social customer relationship management and organizational performance: Testing a conceptual model in the North African context. Industrial Management & Data Systems, 121 (7), 1617-1641.
  • Moreno, G. A., & Melendez, P. A. (2011). Analyzing the ımpact of knowledge management on CRM success: the mediating effects of organizational factors. International Journal of Information Management, 31 (5), 437-444.
  • Moriarty, J., Jones, R., Rowley, J., & Kupiec‐Teahan, B. (2008). Marketing in small hotels: a qualitative study. Marketing Intelligence & Planning, 26 (3), 293-315.
  • Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 45 (4), 20-36.
  • Özilhan, D. (2010). Müşteri ilişkileri yönetimi (MİY) uygulamalarının işletme performansına etkileri. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 1 (1), 18-30.
  • Parvatiyar, A., & Sheth, N. J. (2000). Conceptual framework of customer relationship management. Customer Relationship Management: Emerging Concepts, Tools and Applications. Retrieved from https://www.jagsheth.com/relationship-marketing/conceptual-framework-of-customer-relationship-management/
  • Peppard, J. (2000). Customer relationship management (CRM) in financial services. European Management Journal, 18 (3), 312-327.
  • Punniyamoorthy, M., & Murali, R. (2008). Balanced score for the balanced scorecard: a benchmarking tool. Benchmarking: An International Journal, 15 (4), 420-443.
  • Rafiki, A., Hidayat, S. E., & Al Abdul Razzaq, D. (2019). CRM and organizational performance: A survey on telecommunication companies in Kuwait. International Journal of Organizational Analysis, 27 (1), 187-205.
  • Sin, L. Y. M., Tse, A, C. B., & Yim, F. H. K. (2005). CRM: conceptualization and scale development. European Journal of Marketing, 39 (11/12), 1264-1290.
  • Tseng, F. M., Chiu, Y. J., & Chen, J. S. (2007). Measuring business performance in the high-tech manufacturing industry: a case study of Taiwan’s large-sized TFT-LCD panel companies. The Internatıonal Journal of Management Science, 37 (3), 686–697.
  • Upadhaya, B., Munir, R., & Blount, Y. (2014). Association between performance measurement systems and organizational effectiveness. International Journal of Operations & Production Management, 34 (7), 853-875.
  • Wang, Y., Bhanugopan, R., & Lockhart, P. (2015). Examining the quantitative determinants of organizational performance: evidence from China. Measuring Business Excellence, 19 (2), 23–41.
  • Wu, S. I., & Lu, C. (2012). The relationship between CRM, RM, and business performance: a study of the hotel industry in Taiwan. International Journal of Hospitality Management, 31, 276-285.
  • Yılmaz, C., Alpkan, L., & Ergun E. (2005). Cultural determinants of customer and learning-oriented value systems and their joint effects on firm performance”, Journal of Business Research, 58, 1340-1352.
  • Yiğit, D. (2017). Müşteri ilişkileri yönetimi, veri madenciliğinin müşteri ilişkileri yönetiminde kullanımı ve bir uygulama (Tez No. 475495) [Yüksek Lisans tezi, Galatasaray Üniversitesi]. Ulusal Tez Merkezi YÖKTEZ.
  • Yükçü, S. (2014). Herkes için yönetim muhasebesi. Altın Nokta Yayınevi.
  • Zahra, A. S., & George, G. (2002). Absorptive capacity: a review, reconceptualization, and Extension. The Academy of Management Review, 27 (2), 185-203.
There are 48 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Şükrü Yapraklı 0000-0002-1756-1491

Oğuz Han Aykut 0000-0002-3243-9881

Publication Date December 31, 2021
Published in Issue Year 2021 Volume: 10 Issue: 20

Cite

APA Yapraklı, Ş., & Aykut, O. H. (2021). THE EFFECTS OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON BUSINESS PERFORMANCE: A FIELD SURVEY ON HOTELS IN TURKEY. Global Journal of Economics and Business Studies, 10(20), 52-71.