THE IMPACT OF OPEN-BOOK MANAGEMENT ON CUSTOMER SATISFACTION: THE MEDIATING ROLE OF TRUST

Abstract

Purpose: the current study is to test the impact of open-book management on customer satisfaction through the mediating role of trust in the hotel and tourism sector in Jordan from the perspective of customers. Design/methodology/ approach: The study deployed the descriptive method to describe the study sample and the analytical approach to test the study hypotheses. Furthermore, the study population comprises the hotel and tourism sector in Jordan that is indexed on the Amman stock exchange (2022) which amounts to (9) companies. Furthermore, a questionnaire was developed from the previous studies. Besides, the study sample consisted of (410) customers who is selected by a convenience sample, and the number of questionnaires returned was 358 which shaped 81%. Moreover, the hypotheses were tested using Baron and Kenny's (1986) methodology using SPSS. Findings: The current study showed that open-book management has a positive and significant impact on customer satisfaction. Further, showed that there is a positive and significant impact of open-book management on trust. Furthermore, there is a positive and significant impact of trust on customer satisfaction. In addition, trust has a partial mediating role in the relationship between open-book management and customer satisfaction. Research limitations: The current study is not free from any limitations, in this study, the limitations are employees selected by a convenience sample, Therefore, the results can't be generalized to other sectors. furthermore, there is a shortage of prior studies that addressed the same topic. Research, Managerial implications: Open-book management is considered one of the commonly used methods that assist employees to get their needs from the information and knowledge. precisely, the hotel and tourism sector in Jordan must be aware of what is making their customers satisfied by conducting studies regarding their needs and wants before introducing the products and services. Originality: Despite there being many studies conducted in the area of open-book management and customer satisfaction, few studies addressed the theme of trust as a mediating variable. Therefore, the study came up to fill the gap in the literature and provide a theoretical and practical contribution.