The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan
International Journal of Hospitality ManagementPublished 24 July 2011
Shwu-Ing Wu, Chien-Lung Lu
Citations158
SJR quartileQ1
SJR score2.73
SNIP2.59
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Abstract
► Customer relationship management (CRM). ► Relationship marketing (RM). ► Business performance. This study aims to investigate the implementation of customer relationship management (CRM) and its effect on relationship marketing (RM) and business performance, through an analysis of the hotel industry in Taiwan. A survey on hotels, including general and tourist hotels, and bed and breakfasts (B&Bs) was conducted, and a total of 560 questionnaires were returned. The results showed that implementing CRM has a significant and positive influence on the RM effect, positively affecting business performance for both hotels and B&Bs. However, a comparison of the influential paths of relationship models between hotels and B&Bs showed that, for hotels, the Internet service and customer support functions of the CRM strategy are the main sources of influence on the RM effect and business performance, whereas for B&Bs, the marketing support function of the CRM strategy alone influences the RM effect and business performance. To achieve higher performance, the different types of hotel enterprises should understand their main advantage before implementing key CRM strategies.
Keywords
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