Quantitative analysis reveals that employee awareness and knowledge of loyalty programmes enhance practice implementation, suggesting CRM improvements.
This study examines Chinese hotel employees’ understanding of customer relationship management (CRM) practices, with a focus on loyalty programme behaviour (LPB). Specifically, it investigates how three factors—loyalty programme (LP) awareness, LP knowledge, and LP concerns—shape employees’ intentions to implement loyalty programme practices (LPP) in the hospitality industry. A quantitative research design was adopted to test the proposed hypotheses. Data was collected through a self-administered survey of 893 Chinese hotel employees. To evaluate the proposed hypotheses, path analysis was performed using SPSS Statistics 24 and Mplus 7.4. The findings reveal that LP awareness and LP knowledge are both positively associated with employees’ intentions to implement loyalty programme practices, whereas LP concerns showed no significant effect. Moreover, employees’ intentions were positively linked to loyalty programme behaviour and served as a mediator between awareness, knowledge, and behavioural outcomes. Theoretical insights and practical applications are also addressed.
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Moller et al. (2025) studied this question.
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