Abstract:
Customer Relationship Management (CRM) practices and its effects on Customer Brand Engagement
(CBE) are an emerging trend in many industries including the hotel industry. Therefore, the main objective of
this study is to examine whether there is a relationship between customer relationship management practices and
customer brand engagement in the Sri Lanka hotel firms. The population is senior and middle managers of the
hotel industry with a sample comprised of 183 managers. The data was gathered using a structured questionnaire
and analyzed using Structural Equation Modeling (SEM) techniques. The key findings of the study showed that
customer relationship management practices are significantly related to customer brand engagement in hotel
industry of Sri Lanka and consequently, customer relationship management can be utilized as a tool to enhance
customer brand engagement in the hotel firms in Sri Lanka. The findings further depict managerial implications
and opportunities for future research in the same area.
