FACTORS INFLUENCING SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT ADOPTION AND ITS EFFECT ON CUSTOMER RELATIONSHIP PERFORMANCE OF SMALL HOTEL BUSINESSES IN THAILAND
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Abstract
This study aimed to examine 1) the direct effects of technological, organizational, and environmental factors on Social Customer Relationship Management (SCRM) adoption in small hotel businesses in Thailand, 2) the indirect effects of these factors on customer relationship performance through SCRM adoption as a mediating variable, and 3) the effect of SCRM adoption on customer relationship performance.
This quantitative study collected data from 370 owners, managers, and department heads involved in social media use in small hotel businesses. Data were analyzed using descriptive statistics, confirmatory factor analysis, and structural equation modeling.
The results showed that the structural model fit the empirical data well, with Chi-square = 154.418, Chi-square/df = 1.161, df = 133, p-value = 0.099, GFI = 0.958, CFI = 0.994, TLI = 0.992, RMSEA = 0.021, and RMR = 0.021. Regarding the research objectives, the findings revealed that: 1) technological, organizational, and environmental factors had significant positive direct effects on Social CRM adoption, with technological factors exerting the strongest effect, followed by environmental and organizational factors; 2) these three factors had significant positive indirect effects on customer relationship performance through Social CRM adoption, with environmental factors showing the strongest indirect effect; and 3) Social CRM adoption had a significant positive direct effect on customer relationship performance.
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