Linking electronic customer relationship management capabilities to customer loyalty: a sequential mediation model with perceived personalization as a moderator
Randomized trial examines the influence of E-CRM on customer loyalty, suggesting vital implications for hotel managers.
Key Points
This research aims to explore how Electronic Customer Relationship Management (E-CRM) capabilities influence customer loyalty within eco-friendly hotels.
Quantitative approach with a self-report questionnaire sent to guests in the MENA region.
397 usable responses were collected and analyzed using Structural Equation Modeling (SEM).
Investigated the mediating roles of customer engagement and experience quality and the moderating effect of perceived personalization.
E-CRM capabilities positively affect customer engagement and customer loyalty.
Customer engagement improves experience quality, contributing to increased customer loyalty.
Perceived personalization moderates the relationship between E-CRM and customer engagement.