the effect of learning orientation on crm and innovation capability hotels inlombok through pls

Learning orientation is required to generate innovative products in public services industry. morecomprehensive study is indeed required towards the relationship between learning orientation andcustomer relationship management (crm) especially in the hotel service sector. this study is projectedto unite two roles of organizational culture, namely learning orientation and crm that are addressed todevelop innovation capabilities. there were 72 samples. those were managers and hotels staff thatheadquarter in lombok. the research was accomplished by conducted quantitative approach. sem plswith the smartly 3.0 application was used to analyze the data. the results showed that the role of learningorientation had a direct positive and significantly affect on crm and innovation capability. there wasalso positive effect but not significant in terms of indirect relationship. this research contributes to thedevelopment of innovation capability by providing empirical evidence that the stronger the learningorientation, the stronger crm and innovation capability. hotelier needs to emphasize learning orientationin enhancing innovation capability.