Organizational Readiness: Key to Successful CRM Implementation in Hotel Industry

This study focuses on the factors that determine the readiness of hotels to implement customer relationship management (CRM) in hotels within the context of Ghana. The sample consisted of 292 employees (restaurant managers, customer service officers, customer relations' officers, and marketing managers) from 3- to 5-star hotels. The study adopted a quantitative deductive approach to collected data using cross-sectional survey, which was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that management change initiatives and culture have significant impact on organizational readiness to implement CRM in hotels, specifically Ghana. Also, the organizational culture partly mediates management change initiatives and organizational readiness to implement CRM activities. On the other hand, use of technology proved not to mediate management change initiatives and organizational readiness as the relationship proved not to be significant. Also, culture and use of technology have not mediated management change initiatives and organizational readiness as the indirect path proved not to be significant. The outcomes have useful implications for CRM adoption by hotel managers.