Marketing Performance Sustainability in the Jordanian Hospitality Industry: The Roles of Customer Relationship Management and Service Quality

This study examines the mediating role of service quality between customer relationship management (CRM) performance dimensions and the marketing performance of Jordanian hotels using resource-based view theory and contingency theory. A self-administered survey was conducted on 162 general managers of hotels in Jordan. The data were analyzed using partial least squares structural equation modelling. The findings of the study indicated that service quality mediated the relationship between the CRM performance dimensions (key customer focus, CRM knowledge management, CRM organization, and CRM-based technology) and the marketing performance of Jordanian hotels. This study provides significant contributions to theory and practice. From a theoretical perspective, this study fills in the literature gaps by providing insights about the mediating role of service quality in the relationship between customer relationship management performance dimensions and marketing performance. For managerial contributions, this study suggested that hotels can enhance their marketing performance by focusing on service quality and customer relationship management performance dimensions, especially the key customer focus dimension.

Ecosystem of the auto manufacturer: evolution, actors and development prospects

The formation of an ecosystem of an auto manufacturer based on existing global value chains is characterized by developing complex multilateral ties among participants and attracting new players from other industries to create and implement key customer value. Based on the clarification of the basic concepts of the business ecosystem, the article discusses its transformation under the influence of external and internal factors. Using the example of leasing companies, the process of involving new actors in the ecosystem of an auto manufacturer is shown.

Innovative CRM and Performance of SMEs: The Moderating Role of Relational Capital

Customer Relationship Management (CRM) is more than an information tool and plays a critical role in small and medium enterprises (SMEs). The present study explored the moderating effect of relational capital (RC) on the relationship between CRM dimensions and the performance of 284 Yemeni manufacturing SMEs. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was used to test the study’s hypotheses. Results indicate that only three of the CRM dimensions have a significant effect on performance. The moderating effects of relational capital on this relationship were also examined and were found to be significant for only two CRM dimensions: technology-based CRM and CRM organization. Key customer focus and CRM knowledge management had no effect. The findings of this study offer important insights for owners and managers of SMEs, researchers, and policymakers to further understand the effects of relational capital and CRM on SMEs’ performance. SMEs should be encouraged to develop their CRM and relational capital to improve their performance.

CRM dimensions and performance of SMEs in Yemen: the moderating role of human capital

PurposeThis paper examines the interaction of human capital and CRM on the performance of SMEs in Yemen.Design/methodology/approachThe study used a quantitative approach in investigating the interacting effect of human capital on the relationship between CRM and SMEs' performance in Yemen. The PLS-SEM analysis was performed to test the hypotheses.FindingsIt was observed that key customer focus, technology-based CRM and CRM knowledge management were effective drivers of SME performance, but not CRM organization tools. It was also ascertained that human capital has no moderating effect on the key customer focus and knowledge management relationships with performance, although it does moderate the relationships between performance and CRM organization and technology-based CRM respectively.Research limitations/implicationsBecause this study is limited to manufacturing SMEs in Yemen, the results cannot be generalized to other types of industry such as services, whose structure and vision differ from those of manufacturing SMEs. While the current results may be appropriate for SMEs in other developing countries, the researcher believes they are unsuitable for SMEs in advanced economies with different financial structures and employee and management cultures.Practical implicationsThe empirical insights of this study are valuable for the owners, managers and professionals in the SMEs manufacturing sector in developing countries, to enrich their organizational performance through CRM adoption, while considering the moderating effect of human capital.Originality/valueThis is the first empirical work to confirm way the main drivers of human capital, including in the analysis the impact of CRM dimensions and SME performance, in the context of the manufacturing sector. In support of an original conceptual model, the insights contribute to the literature on CRM, SMEs in the manufacturing sector, human capital and emerging economies.

Identification of key customer requirements based on online reviews

Customer requirements are the essential driving force for successful product development. They can be grouped into several categories, including basic requirements, indifferent requirements, reverse requirements, expected requirements, and attractive requirements. Among these, the latter two are crucial for improving customer satisfaction and can be classified as key requirements. However, the literature on identifying key requirements suffers from issues related to subjective interference and the lack of a specific quantitative calculation process. Thus, this study proposes a model for identifying critical customer requirements. First, use Python to run the web crawler for extracting online customer reviews. Second, extract product engineering characteristics using the relevant text mining technology and latent Dirichlet allocation topic clustering algorithm. Third, we combine sentiment analysis and other factors that influence customer satisfaction with the product engineering characteristics to conduct the conjoint analysis and calculate utility values for the product engineering characteristics. Finally, integrate Kano model to formulate the requirements hierarchy rules, determine the final key requirements index, and identify the key customer requirements. And a case study implemented the key customer requirements identification problem for a smartphone to demonstrate the feasibility and effectiveness of the proposed methodology.

TO SURVEY POWER QUALITY OF HIGH VOLTAGE KEY-CUSTOMER BY USING VOLTAGE EVENT RECORD

According to IEEE-1159 definition and classification of power quality of applying at supplyside and demand-side of power system to evaluate the power quality of high voltage keycustomer and using the voltage events record (VER) in low voltage level supply. Which voltage parameter set of VER with specific software Event View software by Fluke and can collect event data, plot graphic of event data sets that can using the data mining skill to analysis the voltage swell, voltage sag, power outage, frequency events and three phase load unbalance of high voltage key-customer. By abnormal voltage event statistics with discriminated by quantization of high voltage key-customer which can evaluate the own power quality and an also provide reference for quality requirements for related semiconductor factories with higher demand that can avoid the significant effect the economic losses.

Ensuring the Spread of Referral Marketing Campaigns: A Quantitative Treatment

In marketing world, social media is playing a crucial role nowadays. One of the most recent strategies that exploit socialcontacts for the purpose of marketing, is referral marketing, where a person shares information related to a particular productamong his/her social contacts. When this spreading of marketing information goes viral, the diffusion process looks like anepidemic spread. In this work, we perform a systematic study with a goal to device a methodology for using the huge amount ofsurvey data available to understand customer behaviour from a more mathematical and quantitative perspective. We performan unsupervised natural language processing based analysis of the responses of a recent survey focusing on referral marketingto correlate the customers’ psychology with transitional dynamics, and investigate some major determinants that regulate thediffusion of a campaign. In addition to natural language processing for topic modeling, detailed differential equation basedanalysis and graph theoretical treatment, experiments have been performed for generation of a recommendation network tounderstand the diffusion dynamics in homogeneous as well as heterogeneous population. A complete mathematical treatmentwith analysis over real social networks can help us to determine key customer motivations and their impacts on a marketingstrategy, which are important to ensure an effective spread of a designed marketing campaign. Pointing out possibilities ofextending these studies to game theoretic modeling, we prescribe a new quantitative framework that can find its application toall areas of social dynamics, beyond the field of marketing.

Adventures in strategic co-creation

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This viewpoint concentrates on how companies can move toward delighting their customers with experiences, using examples from Thailand where customer satisfaction is historically low. The key customer experience innovation strategy is for larger firms to co-create with small- and medium-sized enterprises (SMEs) for the long term, to tap into the fast evolution these SMEs move through by pursuing an intimate understanding of their customers. Originality/value The briefing saves busy executives, strategists, and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.