The mediating role of customer relations management in the impact of revenue management technical capabilities on business performance: An application in hotel businesses

In today's competitive conditions, many hotel businesses operate in order to maintain their profitability in an uncertain market. Customer relationship management, which is managed effectively in order to overcome the uncertain nature of demand, can help companies to overcome this situation. However, applying both customer relationship management and revenue management practices in hotel businesses where revenue management is applied effectively increases revenue. In this context, the aim of the research is to determine the effect of customer relationship management on the effect of revenue management on firm performance. The study consists of two stages. In the first stage of the research, a literature review was conducted on the concepts of revenue management, customer relationship management and firm performance. In the second stage, the relationships between the determined dependent and independent variables were revealed. As a result of the research, the mediating effect of customer relationship management in the effect of revenue management technical abilities on firm performance was determined. It has been observed that Customer Relationship Management does not have an intermediary effect on the relationship between information Technologies and capacity allocation dimensions and financial performance. In the last part of the study, as a result of the findings, some suggestions for future research were made. Keywords:, Customer Relationship Management, Firm Performance, Hotel businesses Revenue Management.