The The Impact of CRM Digital Technology on Firm Performance: The Mediating Roles of Marketing Planning and Implementation Capabilities in the Tourism Industry, Thailand

Prompassorn Chunhabunyatip

Authors

Prompassorn Chunhabunyatip Tourism and Industry Collage, Nakhon Phanom University

Keywords:

Customer Relationship Management, Digital Technology, Marketing Planning Capability, Marketing Implementation Capability, Resource-Based View (RBV), Firm Performance

Abstract

This study examines the impact of Customer Relationship Management (CRM) digital technology on firm performance within the tourism sector, with a particular focus on the mediating roles of marketing planning capability (MPC) and marketing implementation capability (MIC). Grounded in the Resource-Based View (RBV) theory, the research investigates how CRM systems enhance financial outcomes, customer engagement, internal development, and tourism learning. Utilizing a stratified random sampling technique, data were collected from 302 respondents across licensed tourism companies in Thailand. The findings reveal that CRM digital technology directly improves multiple dimensions of firm performance and highlights the significant mediating role of marketing capabilities. Specifically, while MPC significantly impacts internal development, MIC fully mediates the relationship between CRM technology and all performance dimensions, suggesting that the benefits of CRM technology are more pronounced when mediated through marketing implementation capabilities. This study contributes to the existing literature by providing empirical evidence on the critical role of CRM digital technology in enhancing firm performance and offers practical insights for managers in optimizing CRM strategies. Future research directions include exploring additional mediators, comparative analysis across sectors, and the long-term effects of CRM technology adoption.

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The The Impact of CRM Digital Technology on Firm Performance: The Mediating Roles of Marketing Planning and Implementation Capabilities in the Tourism Industry, Thailand

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