The Impact of Customer Relationship Management on Hotels Performance in Jordan1

Customer relationship management (CRM) has currently become one of the hottest issues and a focal-center in the business field. In fact, due to the competitive environments among hotels sector, it is essential that hotels should adopt new strategy such as CRM technology to help hotel managers, service customers and to improve organizations performance. Though previous research showed that the relationship between CRM technology and hotel performance is ambiguous, these inconsistent findings may be lack understanding of the instrument that connect CRM technology and hotel performance. Moreover, studies that evaluate the relationships between CRM dimensions (customer orientation, CRM organization, knowledge management, technology-based CRM) and hotel performance are still inadequate. This research evaluates the relationship between CRM dimensions and hotel performance in Jordan. The research surveys a sample of 50 hotels in Jordan and uses correlation and regression for analyses and testing. Based on these findings, this study demonstrates a significant relationship between CRM dimensions and hotel performance.