THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT DIMENSIONS ON HOTEL REPUTATION: AN EMPIRICAL STUDY

The reputation of a hotel is of paramount importance; however, its establishment can be a complex and demanding endeavor. Accordingly, this study was conducted to investigate the impact of various dimensions of customer relationship management (CRM) on the reputation within the hotel sector. Data were gathered from 136 participants through a 23-item questionnaire utilizing a convenience sampling approach. Multiple linear regression analyses were employed to evaluate the hypotheses. The results reveal that critical dimensions such as key customer focus, knowledge management, and technology-based CRM exert a positive and significant influence on hotel reputation. Conversely, CRM organization did not demonstrate a significant effect on hotel reputation, confirming that the effectiveness of CRM lies in its practical implementation and not just its organizational framework. This study serves to enhance hotel managers' understanding of the vital role that CRM strategies play in enhancing their establishments' reputations.