The Impact of CRM dimensions on Customer Retention in the Hospitality Industry: Evidence from the Moroccan Hotel sector

Chetioui, Youssef; Abbar, Hassan; Benabbou, Zahra

doi:10.17722/jorm.v8i1.211

Cited by 12 publications

(12 citation statements)

References 14 publications

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“…As a consequence, customers will find the bank's offer more pragmatic, which will accelerate their attachment with the bank. This finding is aligned with the outcome of previous scholars (such as Bhat and Darzi, 2016;Chetioui et al, 2017). However, this outcome is contradictory with the findings of Dalla , where the relationship was found negative and insignificant.…”

Section: Discussionsupporting

confidence: 85%

The relationship between CRM and customer loyalty: the moderating role of customer trust

Alam

Karim

Habiba

2021

IJBM

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PurposeThe present study investigates the moderating role of customer trust in customer relationship management (CRM) components and customer loyalty relationships in the context of the baking sector in Bangladesh.Design/methodology/approachData were collected through a survey using a structured questionnaire from 350 customers of commercial banks in Bangladesh.FindingsThe key finding is that all CRM components (customer orientation, customer advocacy and customer knowledge) except customer engagement have positive impact on customer loyalty. Moreover, customer trust only moderates the relationship between customer knowledge and customer loyalty, whereas other CRM components and customer loyalty do not moderate by trust.Originality/valueThe findings of the study add to the substantial pool of knowledge on CRM components, customer trust and customer loyalty literature. More specifically, the moderating role of customer trust between customer knowledge and customer loyalty is the novel contribution of this research which will enrich the existing CRM literature particularly in the banking sector of Bangladesh.

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Section: Discussionsupporting

confidence: 85%

The relationship between CRM and customer loyalty: the moderating role of customer trust

Alam

Karim

Habiba

2021

IJBM

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“…The questionnaires were presented in French, as the latter is widely used in Morocco (Benzakour, 2007;Chetioui et al, 2017). A back-translation method was adopted to translate the items from English to French (Brislin, 1986).…”

Section: Methodsmentioning

confidence: 99%

Factors influencing consumer attitudes toward online shopping: the mediating effect of trust

Chetioui

Lebdaoui

Chetioui

2020

EMJB

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PurposeThe coronavirus pandemic has created a new wave of first-time online shoppers in both industrialized and emerging countries. More interestingly, scholars and practitioners expect this transition to online shopping to eventually persist in the next few years. The current research study aims to investigate the factors explaining attitudes toward online shopping. The authors propose an integrated model in which trust mediates the effects of relative advantage and electronic word of mouth (eWOM) on attitudes toward online shopping. The moderating effect of gender was also assessed using the multigroup analysis (MGA).Design/methodology/approachBased on data collected from 378 Moroccan online shoppers, the authors empirically tested the hypothesized model using a partial least squares (PLS) estimation.FindingsFirst, relative advantage, eWOM and trust significantly impact consumer attitudes toward online shopping; at the same time, trust is influenced by relative advantage and eWOM. Second, results confirm that trust mediates the effects of relative advantage and eWOM on attitudes toward online shopping. Third, the MGA reveals that female consumers tend to exhibit a stronger effect of eWOM on trust and on attitudes toward online shopping.Originality/valueMost relevant studies have focused on the main predictors of attitudes toward online shopping but did not suggest mediating and moderating factors that can help in explaining indirect effects. The present paper bridges a gap pertaining to antecedents of attitudes toward online shopping by incorporating the mediating effect of online trust. The authors also examine gender disparities related to the predictors of trust and consumer attitudes toward online shopping. This study is the first of its kind to investigate the antecedents of attitudes toward online shopping in an African country.

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“…With an economy that is mainly based on agriculture and tourism (Chetioui et al, 2017a(Chetioui et al, , 2017bDriouchi et al, 2011;Farooq and Chetioui, 2012), Morocco was substantially affected by the COVID-19 crisis. The pandemic not only influenced the economy, but also a great part of Moroccan households as it led to a widespread job and income losses, especially in the informal sector where large numbers of workers have lost their jobs (HCP, 2020; Lebdaoui and Chetioui, 2021).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

COVID-19 cause-related campaigns and consumers’ purchase intention: does religiosity matter?

Chetioui

Lebdaoui

2021

JIMA

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Purpose This paper aims to propose and test a theoretical framework in which attitude towards COVID-19 cause-related campaigns mediates the effects of identification with the cause, donation size, emotional arousal and subjective norms on consumer purchase intention. The authors also explore the moderating effect of religiosity in an emerging nation marked by the dominance of the Islamic doctrine. Design/methodology/approach Survey data from a sample of 561 consumers from Morocco were analyzed to test the hypotheses using structural equation modeling. Findings First, attitude toward COVID-19 cause-related campaigns has a significant effect on consumer purchase intention; at the same time, it is influenced by identification with the cause, donation size, emotional arousal and subjective norms. Second, the results confirm the mediating effect of attitude toward COVID-19 cause-related campaigns, e.g. higher emotional arousal triggers positive attitude towards COVID-19 cause campaigns, which shapes consumer purchase intention. Third, Islamic religiosity acts as a moderator, e.g. individuals who feel themselves as highly religious are more likely to develop favorable attitude towards cause brands and therefore form stronger purchase intentions when exposed to COVID-19 cause campaigns. Practical implications The findings of this research suggest a number of practical and social implications for both academics and practitioners. Successful cause-related marketing (CrM) campaigns should include facets inducing emotional arousal, superior donation size, identification with the cause and subjective norms, which, in turn, enhances consumers’ attitude toward the campaign, their attitude towards the brand and purchase intentions. Practitioners interested in expanding into majority-Muslim markets should also consider the use of faith-based messages and religious morals when planning CrM campaigns. Originality/value While preliminary studies have already attempted to provide knowledge about the impact of COVID-19 on individuals’ health and well-being, potential effects on consumers’ decisions and behavior have not been considered much and are yet to be empirically investigated. This original research is among the first to provide insights about the potential use of COVID-19 cause to shape consumer purchase intention and behavior. This will strengthen our cross-cultural appreciation of the disparities in consumer perception of CrM among Muslim and non-Muslim communities.

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The Impact of CRM dimensions on Customer Retention in the Hospitality Industry: Evidence from the Moroccan Hotel sector

Cited by 12 publications

References 14 publications

The relationship between CRM and customer loyalty: the moderating role of customer trust

The relationship between CRM and customer loyalty: the moderating role of customer trust

Factors influencing consumer attitudes toward online shopping: the mediating effect of trust

COVID-19 cause-related campaigns and consumers’ purchase intention: does religiosity matter?

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