The Influence of Customer Relationship Management in Enhancing Hospitality Business Performance: The Conditional Mediation of Digital Marketing Capabilities

This study examines the potential advantages of amalgamating customer relationship management (CRM) platforms with digital marketing capabilities (DMC) within the hospitality sector. Using structural equation modeling, data collected from 569 hospitality employees in Vietnam supported the hypothesis that DMC exerts both a direct and an indirect positive influence on DMC and CRM. This study offers novel perspectives on how DMC impacts the dynamics between CRM and the performance of lodging businesses. It added a nuanced understanding of the interconnections between DMC, hospitality business performance (HBP), and CRM and their collective impact on organizational performance within the hospitality industry. The results provide valuable insights for making informed policy decisions and fine-tuning marketing and CRM strategies to enhance hospitality organizations' competitive edge in this competitive industry.