The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan
Abstract
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
Customer relationship management; Relationship marketing; Business performance
Article outlineShow full outline
Abstract
Highlights
Keywords
1. Introduction
1.1. Research background and motivation
1.2. Research objectives
2. Literature review
2.1. Customer relationship management (CRM)
2.2. Measuring CRM actions
2.3. Relationship marketing (RM)
2.4. Measuring the RM effect
2.5. Measuring business performance
3. Research hypotheses
3.1. CRM influence on RM
3.2. RM influence on business performance
3.3. Differences between hotel types
4. Methods
4.1. Research framework
4.2. The questionnaire design
4.3. Pilot
5. Data analysis and research results
5.1. Sampling
5.2. Structural analysis of the sample
5.3. Reliability and validity analysis
5.4. Structural equation modeling (SEM) analysis
5.4.1. Relationship model analysis of hotels
5.4.2. Relationship model analysis of B&Bs
5.5. Relationship model comparison for different hotel types
6. Conclusions and suggestions
6.1. Conclusions and discussion
6.2. Management application
6.3. Research limitations and future research suggestions
References
دانلود:
دانلود مقاله لاتین رابطه بین مدیریت ارتباط با مشتری، بازاریابی رابطه مند و عملکرد کسب و کار
امتیاز مورد نیاز
2
سه شنبه, 11 آبان 1395 17:54
200.12 KB
4