Organizational Culture and Customer Relationship Management: A Simple Linear Regression Analysis

Abstract

This study investigates the combine effect of organizational culture factors on implementing customer relationship management (CRM) in hotels. A questionnaire was administered among managers of a chain hotel in the UK and collected data was subjected to correlation and simple liner regression analysis. The results showed that creating cross-functional teams, having culture of teamwork, committed and involved employees, adaptive and responsive attitudes towards change, information sharing, learning orientation and knowledge management, defined set of mission and visions and high degree of innovation are the main predictors for a successful CRM projects.

本研究考察组织文化因素对酒店实施客户关系管理（CRM）的综合影响。研究人员在英国连锁酒店的管理者中进行了问卷调查，对收集的数据进行相关性和简单线性回归分析。结果表明，成功的CRM项目需要具备下列要素：打造跨职能团队、建立团队合作文化、恪守对员工的承诺并使其积极参与、对变化持积极响应的态度、信息共享、学习导向和知识管理、明确的使命和愿景，以及高度创新等。

Keywords:

• Customer relationship management
• hotel industry
• organizational culture

Acknowledgment

The initial findings of this study is presented at 22nd APTA Conference, Beijing, China, 2016.