The nexus between CRM and behavioural loyalty in hotel sector: the mediating role of relationship quality (trust and satisfaction)

Abstract

Purpose This study aims to examine how hotel customer relationship management (CRM) practices affect tourist behavioural loyalty. This study also investigates the relationship quality (trust and satisfaction) as a mediator between CRM practices and tourist behavioural loyalty in Bangladesh’s hotel sector. Design/methodology/approach Data was collected through a survey using a standardized questionnaire that used a five-point Likert scale. A total of 411 respondents were selected using a convenient sampling method. The data was analysed and interpreted using Smart-PLS. Findings Relationship quality (both trust and satisfaction) partially mediates the relationship between hotel CRM practices and tourist behavioural loyalty in the hospitality industry. Practical implications The Bangladeshi hotel management can use the outcomes of this study to enhance tourist loyalty by implementing and maintaining better CRM features in the hotel. Originality/value The unique contribution to the hotel industry of Bangladesh is the role of relationship quality, which includes trust and customer satisfaction, as a mediator between hotel CRM practices and traveller behavioural loyalty.