Organizational culture and customer relationship management: a simple linear regression analysis

Abstract

Current study tries to investigate 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.