Article in Press
CThe Impact of Customer Relationship Management on Hotel performance: The Mediating Effect of Marketing Capability
In Press, Corrected Proof, Available online 10 Jul 2020
The purpose of this research is to determine the effect of customer relationship management on the hotel performance in Thailand. Data were collected from 109 hotel businesses in Thailand by using questionnaire as a research tool. The descriptive statistics were used to analyze the obtained data and the correlation analysis and multiple regression were also employed to test hypotheses. Clearly, statistic results showed that customer relationship management in terms of customer relationship management organization, technology based relationship management, and knowledge management had a positive effect on hotel performance and marketing capability. The results also revealed that marketing capability exhibited a positive effect on hotel performance as a mediating variable accentuating the relationship between customer relationship management and hotel performance. This research expands the resource based theory and contributes to the literature on customer relationship management by suggesting that stronger customer relationship management should be reflected in higher marketing capability and therefore enhances stronger hotel’s performance. The study also suggests the process of two-way communication in customer relationship management which enhances hotel business to understand the customer wants, create specific targets, involve in the development of action plan, and develop outstanding service standard as well as create more professional staff. Moreover, modern technological systems should be applied to generate suitable marketing strategies in hotel business.
The Study on Nonlinear Impact of CSR on Firm Market Value
Panamon Chantabutr, Suneerat Wuttichindanon and Usarat Thirathon
In Press, Corrected Proof, Available online 20 Aug 2020
This study aims to investigate the non-linear relationship between corporate social responsibility (CSR) and market value of companies listed in the Stock Exchange of Thailand between 2016 and 2017. We employ factor analysis to determine the significant CSR dimensions, and then examine the relationship between the CSR dimensions and Tobin’s Q in the same year (2016), and the following year (2017) Results from the factor analysis demonstrate two important CSR dimensions, namely, 1) the development of employees, environment and community; and 2) corporate governance, reporting, and anti-corruption policies. The development of employees, environment and community has a U-shaped relationship with Tobin’s Q in both years. Meanwhile, the other dimension of corporate governance, reporting and anti-corruption policies is not associated with Tobin’s Q. These results imply that an implementation on the policy-level does not have sufficient impact to increase firm value from the investor’s perspective, but development in employee, environment, and communities does. The results support the resource-based theory suggesting that attention to human resource development leads to a competitive advantage in terms of development and solutions for environment and community; eventually resulting in brand image and long-term firm value.
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