| Summary: | The paper aims to empirically test the relationship of customers' privacy, business ethics, service
efficiency and corporate social responsibility (CSR) towards the implementation of customer
relationship management (CRM). A survey method, technique was used in this study with 260
respondents from different tourist destinations in Malaysia. To test the hypotheses, this research
applied multiple regression technique. Business ethics were found to have the most important
influence on the implementation of CRM in hotel industry followed by privacy, service efficiency and
CSR. This research agreed that managers in hotel industries should tailor the implementation of a
CRM strategy by concerning more on the practice of business ethics in their service performance.
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