The interaction of social CRM between CRM performance and marketing performance in hotels.

The study investigates how falling hotel occupancy in Jordan is related to customer relationship management (CRM) performance and social customer relationship management (social CRM). Drawing on the Resource-Based View and Social Exchange Theory, the authors develop a model in which CRM performance influences marketing performance, while social CRM both affects marketing performance directly and moderates the CRM?marketing performance link. Data were collected from 139 managers of 1?5 star hotels in Jordan and analysed using SmartPLS-based partial least squares structural equation modelling. The results show that CRM performance significantly improves marketing performance, and that social CRM enhances marketing performance and strengthens the positive effect of CRM performance on marketing outcomes. The findings suggest that hotels can use social media?enabled CRM tools to build stronger customer relationships, increase satisfaction and retention, and improve overall marketing performance.