Open AccessValidating A Proposed CRM Implementation Framework For The Mauritian Hotel Industry
Author(s) -
Vanisha Oogarah-Hanuman,
Visvanathan Naicker
Publication year - 2021
Publication title -
african journal of hospitality, tourism and leisure
Language(s) - English
Resource type - Journals
ISSN - 2223-814X
DOI - 10.46222/ajhtl.19770720.191
Subject(s) - structural equation modeling , customer relationship management , critical success factor , confirmatory factor analysis , knowledge management , process management , exploratory factor analysis , enterprise relationship management , conceptual framework , business , customer intelligence , conceptual model , computer science , customer retention , marketing , service quality , philosophy , epistemology , database , machine learning , service (business)
This article validates a proposed Customer Relationship Management conceptual framework for the Mauritian Hotel Industry based on identified critical success factors. The research provided insights on how different factors need to be considered to ensure a smooth implementation of a Customer Relationship Management strategy and to address the causes of Customer Relationship Management project failures. Extant reviews of the literature on Customer Relationship Management theoretical frameworks, Customer Relationship Management causes of failure, and critical success factors for Customer Relationship Management success were conducted and subsequently 33 items were identified. An exploratory factor analysis was done to validate the results of the survey followed by which a confirmatory factor analysis was conducted to confirm the appropriateness of the proposed theoretical model, followed by a Structural Equation Model analysis conducted to validate the adequacy of the proposed model. The Structural Equation Model analysis confirmed the appropriateness of the proposed framework and confirmed the exactitude of each Customer Relationship Management success factor included in the framework. The design of the new proposed conceptual framework intends to provide a novel approach of in-depth knowledge on how to implement Customer Relationship Management in the Mauritian Hotel Industry and acts as a guideline for hotel managers to implement CRM successfully and to increase profitability.