The relationships between CRM, RQ, and CLV based on different hotel preferences
نویسندگان
چکیده
This studyuses Structural EquationModeling (SEM) to investigate the strengthof the relationships among CustomerRelationshipManagement (CRM),RelationshipQuality (RQ), andCustomerLifetimeValue (CLV) from a consumer viewpoint. This study also investigates whether or not these relationship models show significant differences based on different hotel type preference groups. Ananalysis of 688effectivequestionnairesproduces twomainfindings. (1) CRMhas apositive influence onRQ, andRQhas apositive influenceonCLV. (2) Consumergroupswithdifferenthotel preferences reveal a partial interference effect on the relationships among CRM, RQ, and CLV. In other words, different hotel preferences create significant differences in the strength of partial relationship paths. © 2010 Elsevier Ltd. All rights reserved.
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