The Effects of Customer Orientation and Technological Capabilities on Customer Relationship Management: The Mediating Effect of Knowledge Management

Abstract

Objective: The main of this study is to examine the mediation role of knowledge management (KM) with customer relationship management (CRM) for customer orientation (CO) and technological capabilities (TC) in Sri Lankan travel agencies.   Method:  Through simple random sampling in this quantitative research, 350 questionnaires were disseminated to travel agencies. The gathered data was subsequently analyzed with SPSS for statistical evaluation and SPSS Amos for Structural Equation Modeling.   Results: Contrary to expectations, the results statistically uncover an absence of mediation between KM and CRM concerning CO and TC. This implies that, within the confines of Sri Lankan travel agencies, KM and CRM, albeit pivotal, don't act as direct mediators for CO or TC.   Research, Practical & Social implications: The study opens new avenues for research by challenging traditional beliefs in the sector, suggests that Sri Lankan travel industry executives prioritize direct customer and technological engagement over-relying on KM and CRM, and underscores the potential for improved public trust and resilience in Sri Lanka's post-COVID tourism landscape.   Originality/Value: This study uniquely analyzes the lack of mediation between KM with CRM for CO and TC in Sri Lankan travel agencies. Offering empirical evidence, strengthens our understanding of the complexities in the interactions between these factors, challenging previous assumptions.