Do CRM dimensions improve Hotels occupancy rates? Evidence from the Moroccan Hospitality Sector

Abstract

The noticeable lack of accepted and unified models of Customer Relationship Management generally leads to failures in the implementation of CRM projects, particularly when organizations adopt the limited technology perspective. In an attempt to evaluate the different perspectives of CRM, this research paper focus on the perspective that proposes that effective CRM implementations typically involve the four dimensions: (1) customer orientation (2) knowledge management (3) CRM organization, and (4) CRM technology. Our study evaluates the impact of CRM dimensions and hotel performance (occupancy rate) in Morocco.  A sample of 80 Moroccan hotels was surveyed. Regression and other tests were used for analyses and interpretation. Our results reveal a significant positive impact of customer orientation, knowledge management, and CRM organization on occupancy rate. While CRM technology has been demonstrated to not significantly affect hotels’ occupancy rate.