The purpose of this research is to explain the effect of Electronic Customer Relationship Management (E-CRM) capabilities on customer loyalty among eco-friendly hotels in the MENA region. Despite growing interest in digital CRM in hospitality, prior research has largely neglected the MENA eco-hotel context and has not examined the sequential interplay of customer engagement and experience quality as mediators, nor the moderating boundary conditions of perceived personalization. It investigates the mediating sequential roles of customer engagement and experience quality, and the moderation effect of perceived personalization, utilizing the Stimulus–Organism–Response (S-O-R) theoretical framework. A quantitative approach was applied, with a self-report questionnaire sent to eco-friendly hotel guests in the MENA region. In total, 397 usable responses were collected and tested through SEM to analyze the direct, indirect, and moderated relationships among variables. The findings revealed that the E-CRM capabilities positively affect customer engagement and customer loyalty. It was found that customer engagement positively improves experience quality, thereby contributing to the enhancement of customer loyalty. Perceived personalization also served as a positive moderator of the relationship between E-CRM and customer engagement. Moreover, there was a significant sequential mediation effect from E-CRM capabilities to customer loyalty, with customer engagement and experience quality serving as mediators. Theoretically, the study advances the S-O-R framework by applying it to a sustainability-oriented digital service context and empirically validates a novel sequential mediation chain. Practically, the findings offer actionable guidance for MENA eco-hotel managers seeking to leverage E-CRM systems for sustained guest loyalty.
Alsamaani et al. (Fri,) studied this question.