The Effect of Learning Orientation on CRM and Innovation Capability Hotels in Lombok through PLS

Riza Harlina, Akhmad Saufi, Sulhaini Sulhaini


Learning Orientation is required to generate innovative products in public services industry. More comprehensive study is indeed required towards the relationship between learning orientation and Customer Relationship Management (CRM) especially in the hotel service sector. This study is projected to unite two roles of organizational culture, namely learning orientation and CRM that are addressed to develop innovation capabilities. There were 72 samples. Those were managers and hotels staff that headquarter in Lombok.  The research was accomplished by conducted quantitative approach. SEM PLS with the Smartly 3.0 application was used to analyze the data. The results showed that the role of learning orientation had a direct positive and significantly affect on CRM and innovation capability. There was also positive effect but not significant in terms of indirect relationship. This research contributes to the development of innovation capability by providing empirical evidence that the stronger the learning orientation, the stronger CRM and innovation capability. Hotelier needs to emphasize learning orientation in enhancing innovation capability


Orientation Learning; Customer Relationship Management (CRM); Innovation, Hotels in Lombok; PLS

Full Text:



Ada, S. L., Stalcup, L. D., & Lee, A. (2010). Customer relationship management for hotels in Hong Kong. International Journal of Contemporary Hospitality Management Review. Emerald Group Publishing, 22(2), 139-159.

Al-Hawary, S. I. S. 2016. Customer Relationship Management and Innovation Capabilities of Kuwait Airways. International Journal of Academic Research in Economics and Management Sciences, Vol.4 No.4.

Arranz, N., Arroyabe, M. F., Li, J., & Arroyabe, J. C. F. (2019). An Integrated Model of Organisational Innovation and Firm Performance: Generation, Persistence and Complementarity. Journal of Business Research, 105, 270-282.

Athar, H. S. (2020). The Effect of Brand Image, Price and Promotion on The Decision to Stay at Cadaka Hotel - Central Java. Media Bina Ilmiah, 21(1), 1–9.

Battor, M., & Battour, M. M. (2013). Market and learning orientation, CRM and innovation: conceptualization and empirical examination. The Learning Organization, 20(4/5), 279-290.

Calantone, R. J., Cavusgil, S. T., & Zhao, Y. 2002. Learning orientation, firm innovation capability, and firm performance. Industrial Marketing Management, 31(6): 515-524.

Castro, L. M., Sanchez, A. M., & De-Urbina-Criadoc, M. O. (2011). Innovation in Service Industries Current Future Trends. The Service Industries Journal, Vol. 31, No. 31, 37-20.

Cheng, C. C. J., & Shiu, E. C. (2018). How to enhance SMEs’ customer involvement using social media: The role of Social CRM. International Small Business Journal: Researching Entrepreneurship, 1-21. doi: 10.1177/0266242618774831

Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches, 4 Edition. London: Sage

Ferdinand, A. (2014). Management Research Methods. Semarang: Diponegoro University Publisher Agency.

Garson, G. D. (2016). Particial Least Square: Regression and Structural Equation Models

Ghazali, N. I., Long, C. S. (2014). Knowledge Sharing Factors and Innovation Capability. Paper presented at the International Conference on Technology, Informatics, Management, Engineering & Environment, Bandung, Indonesia.

Ghozali, I. (2006). Equation Modeling Structural Equation Model: Alternative Methods with Partial Least Square . Semarang: Diponegoro University Publisher Agency.

Grawe, S. J., Chen, H., & Dougherty, P. J. (2009). The relationship between strategic orientation, service innovation, and performance. International Journal of Physical Distribution & Logistic Management. 39(4), 282-300.

Hair, J. F., Hult, G. T., Ringle, M., M., C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling ( PLS-SEM)

Ismail, M.Z., Sulhaini, S., Athar, H.S. (2020) Pengaruh Customer Relationship Management (CRM) Terhadap Product Knowledge dan Loyalty Intention Pada Nasabah PT. Bank BNI Syariah Cabang Mataram. JMM UNRAM-UNRAM MANAGEMENT REVIEW 8 (3), 212-224

Kotler, P., & Keller, K.L. (2009). Marketing Management : PT. Index.

Lin, R. J., Chen, R. H., & Chiu, K. K. S. (2010). Customer relationship management and innovation capability: an empirical study. Industrial Management & Data Systems Emerald Group Publishing Limited, 110, 111-133.

Mahr, D., Lievens, A., & Blazevic, V. (2014). The Value of Customer Cocreated Knowledge during the Innovation Process. Journal of Product Innovation Management, 31(3), 599-615.

Nieves, J., & Quintana, A. (2018). Human resource practices and innovation in the hotel industry: The mediating role of human capital. Tourism and Hospitality Research, 18(1), 72-83.

Piuchan, M. (2018). Plog’s and Butler’s Models: a critical review of Psychographic Tourist Typology and the Tourist Area Life Cycle. Scientific Paper, 22(3), 95-106.

Piuchan, M. 2018. Plog’s and Butler’s Models: a critical review of Psychographic Tourist Typology and the Tourist Area Life Cycle. Scientific Paper, 22(3): 95-106.

Sin, L. Y. M., Tse, A. C. B., & Yim, F. H. K. (2005). CRM: Conceptualization and scale development. European Journal of Marketing, 11(12), 1264-1290.

Smith, C., Fixson, S., Panigua, F.C., Parise, S. (2017). The Evolution of an Innovation Capability. Research-Technology Management, 60(2), 26-35.

Sofi, M. R., & Hakim, I. A. (2018). Customer Relationship Management as Tool to Enhance Competitive Effectiveness: Model Revisited. Fortune Institute of International Business SAGE Publications, 7(3), 201-215.

Sulhaini, Rusdan, Sulaimiah, Ismiwati, B., Dayani, D., & Anggriani., R. (2018). Effect of Market and Learning Orientation on Relational Capability and MSME Business Performance in the City of Mataram. Journal of Magister Management, University of Mataram, JMM .

Wang, E., & Wei, H. (2005). The Importance of Market Orientation, Learning Orientation and Quality Orientation Capability in TQM: An Example from Taiwanese Software Industry. Total Quality Management, 16(10), 1161-1177

Wang, Z., & Wang, N. (2012). Knowledge sharing, innovation and firm performance. Expert Systems with Applications, 39(10), 8899-8908. doi: 10.1016/j.eswa.2012.02.017

Zhang, M., & Hartley, G. (2018). IT system and innovation capability: The moderating role of proactiveness. Journal of Business Research, 90, 75-76.

Zineldin, M. (2015). The Integrated Role of Information Technology, Learning Organization, Innovation and Knowledge Management (ILIK). From Knowledge Management to Learning Organisation to Innovation, 129-151.



  • There are currently no refbacks.

Copyright (c) 2020 International Journal of Multicultural and Multireligious Understanding

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

International Journal of Multicultural and Multireligious Understanding (IJMMU) ISSN 2364-5369
Copyright © 2014-2018 IJMMU. All rights reserved.