The last decade has seen the emergence of Customer Relationship Management (CRM) as a technique to underpin organizational performance improvement in improving customer retention, customer satisfaction and customer value. However, despite many studies conducted on customer relationship management in various industries in the past 20 years, there is still significant disagreement about its definition and meaning, and the framework for the effective implementation and evaluation of customer relationship management practice. Moreover, there is a lack of systematic empirical evidence regarding the success factors for the CRM performance. Objective: To address these issues, this study examines the influence of top management and customer orientation on CRM performance. Results: In this quantitative study, a total of 133 Jordanian hotels participated in this study by voluntarily completing the survey questionnaire, constituting an overall 66% response rate. From the analysis undertaken, it was found that Top Management significantly influence CRM performance But. this research found insignificant relationship between customer orientation and CRM performance Conclusion: The results suggest that hotels should have processes to maintain, analyze, and integrate customer information. Theoretical and managerial implications of these findings are discussed.

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Total Quality Management (TQM) a functioning idea to accomplish incessant performance improvement-is the word of mouth of the 1990s, attracting deep interest among organizations and educational institutions in many countries. Numerous policy-makers truly believe that TQM can improve the performance of their organizations but they did not test it to make sure the effect of TQM. Hence, the purpose of this study is to examine the effect of TQM on university performance in Jordan. This relationship obtains a substantial scholarly attention and several researches have been conducted in the western countries, but none has been conducted in Jordan in the recent year using this variable in a model. A structured survey was conducted and selected 10 public and 10 private universities in Jordan via cluster random sampling. The hypotheses were tested using SEM-AMOS package 22.0 based on resource based theory. Based on the statistical results, TQM has statistically significant effect on university performance in Jordan. Consequently, the findings evoked that there is a dire need to focus on TQM for boosting university performance and its sustainability in Jordan.

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