IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON FOOD AND BEVERAGE SERVICES QUALITY: THE MEDIATING ROLE OF EMPLOYEES SATISFACTION

Abstract

Purpose of the study: This study is carried out to investigate the mediating role of employee satisfaction in the relationship between customer relationship management and food and beverage services quality in the 5-stars hotels in Jordan. Methodology: The survey method was used, which includes the use of the field method for collecting data from 5-stars hotels in Jordan, which employees numbered 9,657 and the number of 5-stars hotels is 33in Amman, 352 were effective for analysis and after analyzing the data using the statistical program AMOS. Main Findings: The most important findings were as follows: There is a significant impact of employee satisfaction on the relationship between customer relationship management and food and beverage services quality. Applications of this study: This study comes out to help hotel managers understand the impact of their actions on the ES in their hotels to raise the efficiency of the services provided in the field of FBSQ and to recommended researchers to do more studies in the field of food and beverage and link them in the behavior of employees and customer, which is a result of hotels profit, and also entertains them to the return on the local economy. Novelty/Originality of this study: Food and beverages services are one of the essential services which business managers should consider if they have to retain their customers and improve the image of their business so this study came out to investigate the mediate role of employee’s satisfaction in the relationship between customer relationship management and food and beverage services quality in the 5-stars hotels.