Analyzing the Effect of Customer Knowledge on Improving the Quality of Services in the hotel Industry with the Mediating Role of Customer Relationship Management

The purpose of this study was to explain the effect of customer knowledge on improving the quality of services in the hotel industry with the mediating role of customer relationship management. The type of research was applied in terms of purpose and descriptive-correlational in terms of the nature of the method.The statistical population of the study was the customers of Sarein hotels. Simple random sampling method was used for sampling and Cochran's formula was used to select the sample size. Due to the infinity of the statistical population, the sample size was 384 people. Collection of required data using three standard questionnaires, customer knowledge (Tseng & HongWu, 2014); Customer relationship management (Abbasi,2011) and service quality questionnaire (Stefano et al.,2015) were performed. Validity was assessed using confirmatory factor analysis and reliability was assessed by Cronbach's alpha. Data analysis was performed using structural equation modeling approach using SPSS and PLS software. According to the research findings, customer knowledge has a positive and significant effect on the quality of services in the hotel industry and between the dimensions of customer knowledge, the dimension of effective communication is the most effective dimension on service quality. Customer relationship management also plays a mediating role between customer knowledge and service quality of the hotel industry, The findings of this study can be effective in moving the hotel industry to pay more attention to customer knowledge and improve the quality of services in the hotel industry.