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Customer relationship management practices towards customer brand engagement

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dc.contributor.advisor Samarasinghe, GD
dc.contributor.author Kumarapeli, KGN
dc.date.accessioned 2019-01-08T21:38:00Z
dc.date.available 2019-01-08T21:38:00Z
dc.identifier.uri http://dl.lib.mrt.ac.lk/handle/123/13761
dc.description.abstract Customer Relationship Management (CRM) practices and its effects on Customer Brand Engagement (CBE) are an emerging trend in many industries including the hotel industry. As an emerging tourism destination, this relationship will help the Sri Lankan hotels advance competitive advantage through customer participation and engagement with their hotel brands. Therefore, the main objective of this study is to ascertain the relationship between customer relationship management practices and customer brand engagement in the Sri Lankan hotel firms. The population is internal stakeholders of the hotel industry and selected 235 employees as the sample of this study. The data was gathered using a structured questionnaire and analyzed using SPSS 22 and SMART PLS based Structural Equation Modeling (SEM). The key findings of the study showed that customer relationship management practices are significantly related to customer brand engagement with mediation of marketing capability in hotel industry Sri Lanka and hence, customer relationship management be utilized as a tool to enhance customer brand engagement with marketing capability in the hotel firms in Sri Lanka. The findings further depict managerial implications and opportunities for future research in the same area. en_US
dc.language.iso en en_US
dc.subject Customer relationship management en_US
dc.subject Customer brand engagement en_US
dc.subject Marketing capability en_US
dc.subject Hotel industry en_US
dc.title Customer relationship management practices towards customer brand engagement en_US
dc.title.alternative Evidence from the hotel industry in Sri Lanka en_US
dc.type Thesis-Abstract en_US
dc.identifier.faculty Engineering en_US
dc.identifier.degree Master of Business Administration in Management of Technology en_US
dc.identifier.department Department of Management of Technology en_US
dc.date.accept 2016-12
dc.identifier.accno TH3464 en_US


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