The relationships between CRM, RQ, and CLV based on different hotel preferences

This study uses Structural Equation Modeling (SEM) to investigate the strength of the relationships among Customer Relationship Management (CRM), Relationship Quality (RQ), and Customer Lifetime Value (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.An analysis of 688 effective questionnaires produces two main findings. (1) CRM has a positive influence on RQ, and RQ has a positive influence on CLV. (2) Consumer groups with different hotel 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.

Research highlights▶ Customer Relationship Management (CRM) has a positive influence on Relationship Quality (RQ), and RQ has a positive influence on Customer Lifetime Value (CLV). ▶ Consumer groups with different hotel preferences reveal a partial interference effect on the relationships among CRM, RQ, and CLV.