Please use this identifier to cite or link to this item: http://hdl.handle.net/11189/6586
Title: Impact of e-CRM implementation on customer loyalty customer retention and customer profitability for hoteliers along the Vaal Meander of South Africa
Authors: Dubihlela, Job 
Molise-Khosa, P 
Keywords: e-CRM;Customer loyalty;Customer retention;Hotel industry;Vaal Meander;South Africa
Issue Date: 2014
Publisher: MCSER-Mediterranean Center of Social and Educational Research
Source: Dubihlela, J & Molise-Khosa, P.2014. Impact of e-CRM implementation on customer loyalty, customer retention and customer profitability for hoteliers along the Vaal Meander of South Africa. Mediterranean Journal of Social Sciences, 5(16): p.175.
Journal: Mediterranean Journal of Social Sciences 
Abstract: The research approach is to appraise the impact of electronic customer relationship management (e-CRM) on customer profitability as mediated by customer loyalty and customer retention within the hotel industry sector of South Africa, and specifically for those hoteliers along the Vaal Meander. A sample of 341 middle to senior managers at various hotels was interviewed as respondents in this study. The objective of the study was to find the impact relationship between effective eCRM implementation, customer loyalty, customer retention and customer profitability. The findings of the study add value to hotels in South Africa, and provide some invaluable statistical results essential for hotel managers and owners to successfully enhance customer loyalty, customer retention and customer profitability. By applying both confirmatory factor analysis (CFA) and structural equation modelling (SEM), the results of our study identified and provide path analysis of the significant factors; and enumerated among the factors, those critical inter-component relationships within this highly competitive industry. This study’s findings add to the body of knowledge and enable the managers of this sector to implement e-CRM in the best shape possible, to match it with South African market-needs thereby creating more loyal and repeat clientele. The future proposed further studies are also provided
URI: http://hdl.handle.net/11189/6586
ISSN: 2039-2117
DOI: http://dx.doi.org/ 10.5901/mjss.2014.v5n16p175
Appears in Collections:Edu - Journal Articles (not DHET subsidised)

Show full item record

Page view(s)

16
checked on Dec 10, 2018

Download(s)

1
checked on Dec 10, 2018

Google ScholarTM

Check

Altmetric


This item is licensed under a Creative Commons License Creative Commons