The Impact of Technology Acceptance on the Effectiveness of the Electronic Customer Relationship Management in Hospitality and Tourism industry: The Mediating Role of Employees’ Satisfaction

Abstract

The E-CRM has evolved as one of the most remarkable platforms that enable organizations to communicate with their existing and potential customers and collect, store, and analyze their data to establish an extensive understanding of their needs. This study aims to measure the influence of technology acceptance on the effectiveness of E-CRM in the tourism and hospitality sector. Furthermore, it measures the mediating effect of employees' satisfaction on the relationship between technology acceptance and E-CRM. For this purpose, a questionnaire was distributed to a convenience sample of employees working in hotels and tourism companies’ class (A) in Greater Cairo, Egypt (January to February 2020). The results were analyzed with structural equation modeling and ended up with several guiding recommendations. The results for both hotels and tourism companies indicated that technology acceptance and employees' satisfaction play an important role in E-CRM effectiveness. Moreover, there is a partial mediation of employees' satisfaction on the relationship between technology acceptance and E-CRM effectiveness.