ASSESSMENT OF CUSTOMER RELATIONSHIP MANAGEMENT AND CUSTOMER ENGAGEMENT BEHAVIOUR IN HOSPITALITY INDUSTRY IN SOUTH EASTERN NIGERIA POST COVID-19: A MODERATED MEDIATION

Abstract

The hospitality industry in Southeast Nigeria faced significant challenges following the COVID-19 pandemic, with customer engagement behaviour (CEB) and customer relationship management (CRM) emerging as critical areas requiring attention. This study investigates CRM and their impact on CEB within the region's hospitality sector post-pandemic. Drawing on a robust theoretical framework, the study explores four antecedents of CEB—enthusiasm, attention, involvement, and absorption—and their effects on two key outcomes: electronic word-of-mouth (e-WOM) and behavioural intentions to loyalty (BIL). The mediating role of CEB and the moderating impact of CRM on these relationships are examined. A cross-sectional survey research design was adopted and the study was based on a captive sample 527 respondents. Partial least squares structural equation modelling (PLS-SEM) was employed to analyse the data. Results reveal that while all CEB antecedents significantly influence e-WOM, only three positively affect BIL. Additionally, CRM demonstrates a substantial moderating effect, enhancing the variance explained for CEB and BIL. Findings highlight that CRM's integration with digital tools and customer-centric strategies is essential for fostering stronger engagement, loyalty, and advocacy in the post-pandemic era. This study contributes to literature by addressing gaps in understanding the intersection of CRM and CEB, particularly in the hospitality industry of an emerging market like Nigeria. It offers practical recommendations for hospitality operators, emphasizing digital transformation, personalized customer experiences, and trust-building measures to adapt to the changing consumer behaviour landscape. These findings serve as a strategic blueprint for leveraging CRM and CEB to drive recovery and growth in the hospitality sector, ultimately contributing to sustainable competitive advantage and economic development in Southeast Nigeria.