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.
Effects of e-CRM on customer–bank relationship quality and outcomes: The case of Thailand
Abstract
This research examines and measures the outcomes of electronic customer relationship management (e-CRM) system implementation in the Thai banking industry from customers' perspectives. Because most e-CRM implementations cannot be directly seen or recognised by customers, a literature review and interviews with experts in the Thai banking industry were used to develop a new construct called ‘customer-based service attributes’ to measure e-CRM outcomes from customers' perspectives. A full-scale field survey of 684 customers of Thai commercial banks was then conducted. A service attribute model and a model that combined relationship quality and outcome were constructed, and their validity and reliability was confirmed. Analysis of the results by using structural equation modelling (SEM) illustrated that e-CRM implementation has a statistically significant positive relationship with customer-based service attributes and with the quality and outcome of customer–bank relationships as well as an indirect effect on relationship quality and outcome through customer-based service attributes.
Factors affecting the adoption of Internet banking in Tunisia: An integration theory of acceptance model and theory of planned behavior
Abstract
This paper examines empirically the factors that affect the adoption of Internet banking by Tunisian bank customers. As base model, we use the technology acceptance model (TAM) and theory of planned behavior (TPB). The model employs security and privacy, self efficacy, government support, and technology support, in addition to perceived usefulness, perceived ease of use, attitude, social norm, perceived behavior control and intention to use Internet banking. Structural equation modeling is employed to examine the inter-correlations among the proposed constructs. A survey involving a total of 284 respondents is conducted and confirmatory factor analysis was used to determine the measurement efficacies. Theoretically, this study confirms the applicability of the TAM model and TPB in predicting Internet banking adoption by Tunisian bank customers. The results allow banks' decision makers to develop strategies that can encourage the adoption of Internet banking. Banks should improve the security and privacy to protect consumers' personal and financial information, which will increase the trust of users. Government should also play a role to support bank industry by having a clear and solid law on this will ensure that customers are more confident for using Internet banking, ensuring a better Internet infrastructure and helps them to encourage users to use Internet banking. Lastly, Tunisian Banks should focus on those clients who already have a home PC, access Internet and more educated and younger since they are the most likely to adopt Internet banking.