Competitive Advantage in Thai Accommodation Businesses: The Integrative Role of Customer Relationship Management, Service Innovation, and Service Quality
DOI:
https://doi.org/10.48048/asi.2027.30Keywords:
Customer relationship management, Service innovation, Service quality, Competitive advantage, Accommodation businessAbstract
In the increasingly competitive tourism and hospitality industry, accommodation businesses need effective strategies to sustain competitive advantage. This study examines the roles of customer relationship management (CRM), service innovation, and service quality in enhancing competitive advantage among Thai accommodation businesses.
A quantitative research design was employed using a survey of 380 top executives from three- to five-star hotels in Thailand. The data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to examine the direct and indirect relationships among CRM, service innovation, service quality, and competitive advantage.
The findings revealed that CRM and service innovation played important roles in strengthening competitive advantage. However, service quality was not found to exert a significant direct influence on competitive advantage, and only a limited mediating effect was observed. These results suggest that CRM and service innovation remain the primary strategic drivers of competitiveness in accommodation businesses.
By putting CRM, service innovation, and service quality under the umbrella of one model, this study contributes to our understanding of competitive advantage in accommodation businesses. The findings for practitioners are very clear that CRM-based business strategies and service innovation can enhance competitive advantage in the long term.
Highlights
• This study develops an integrated framework linking CRM, service innovation, and service quality to competitive advantage in Thai accommodation businesses.
• Data from 380 executives of three- to five-star hotels were analyzed using PLS-SEM.
• CRM and service innovation significantly strengthen competitive advantage, while service quality contributes indirectly through CRM and innovation.
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