Paving the way for CRM success: The mediating role of knowledge management and organizational commitment

•Data from an international sample of 312 hotels (from UK and Spain) is analyzed.•The process through which CRM technology translates into organizational performance is described.•A CRM technology, when properly implemented, shows a positive effect on performance.•Knowledge management and organizational commitment acted as relevant mediators.•Organizational commitment probed to be the main determinant of CRM success.