CUSTOMER RELATIONSHIP MANAGEMENT CAPABILITY, MARKET ORIENTATION, INNOVATIVENESS, AND ORGANIZATIONAL AGILITY AFFECTING THE PERFORMANCE OF HOTEL BUSINESSES IN THAILAND

Abstract

This study investigates the influence of Customer Relationship Management Capability, Market Orientation, Innovativeness, and Organizational Agility on the performance of hotel businesses in Thailand. By synthesizing existing literature and academic theories, a conceptual framework was developed to explore these relationships comprehensively. The findings underscore the critical role of customer relationship management in enhancing customer satisfaction and loyalty through effective data utilization. Market orientation is highlighted as a strategy for aligning organizational operations with market demands and customer behaviors. Innovativeness contributes significantly to creating value through new products, processes, and services, while organizational agility ensures timely and efficient adaptation to market changes. This research framework provides practical insights for academic and industry applications, aiming to improve operational efficiency and competitiveness within the hotel sector. Future research may utilize this framework to develop structural models for broader application in tourism and hospitality industries.