CRM and the Bottom Line: Do All CRM Dimensions Affect Firm Performance?

Alexander Josiassen, A. George Assaf, Ljubica Knezevic Cvelbar

Research output: Contribution to journalJournal articleResearchpeer-review


Successful firms often endeavour to assure competitive advantages through the relationships with their customers. Consequently, customer relationship management (CRM) has become of pivotal importance to many firms. This study investigates the effect of each CRM dimension on the performance of hotels. We found that in general hotels should aim to improve CRM capabilities because it has a positive effect on firm performance. Contrary to some previous assumptions, CRM investments did not result in positive performance. These findings are important as hotels strive to allocate resources to improve relationships with customers.
Original languageEnglish
JournalInternational Journal of Hospitality Management
Pages (from-to)130-136
Publication statusPublished - Jan 2014

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