ABSTRACT This study investigates the dynamic interplay between Digital Marketing Capabilities (DMC), Customer Relationship Management (CRM), trust, Customer Engagement (CE), and Customer Revisit Intentions (CRI) within the hospitality industry in Kashmir, India. Using Partial Least Squares Structural Equation Modeling (PLS‐SEM), the research evaluates both direct and indirect effects among the constructs. The findings reveal that DMC and CRM significantly influence revisit intentions, both directly and indirectly, through the mediating role of trust—a critical psychological mechanism that fosters customer loyalty. Moreover, CE moderates these relationships, amplifying the positive effects of DMC and CRM on revisit intentions. This suggests that engaged customers respond more favorably to digital initiatives and relationship‐building efforts. The study offers practical insights for hospitality managers by emphasizing the strategic importance of integrating digital technologies and CRM systems to build trust and enhance engagement. It advocates for a trust‐centric, inclusive approach to digital transformation within the regional hospitality sector.
Sofi et al. (Sun,) studied this question.