Measuring the Relationship between Organizational Climate and Customer Relationship Management
Abstract
The purpose of this study was to measure the relationship between organizational climate and customer relationship management (CRM) in Jordan at the individual and organizational level. The data used for the analysis was obtained from the hotel sector in Jordan using questionnaires. For data analysis, bivariate correlations were applied. The results indicated that organizational climate and CRM have a significant and positive relationship with organizational climate accounting for 21.5 percent of customer satisfaction variance and the perception of the employee on customer satisfaction accounted for 40.3% variance. Using standard multiple regression analyses, organizational climate was found to contribute to 23.6% of customer satisfaction variances and 39.3% of employees’ perception on customer satisfaction variance for the same level. The limitations of the study include lack of diversity on measurement methods used to measure the organizational service climate where more than one method would have result to more reliable results. Also, the results were obtained from one sector hence they cannot be generalized for other sectors. For future studies, researchers may opt to use SERV*OR, a service orientation scale used by organizations to measure the extent by which its employees perceive it, combined with other measures like the one applied here to get more reliable results. Future researchers may invest on measuring the impacts of business owner personality upon workplace climate and relate it to customer retention in an organization. Also, researcher may investigate on the relationship of brands and services offered in regard to customer satisfaction and retention.References
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