Revisiting Relationship Marketing and Customer Relationship Management in Leading Tourism and Hospitality Journals: Research Trends From 2001 to 2013

Maggon, Mohita; Chaudhry, Harish

doi:10.1080/15332667.2015.1022110

Cited by 25 publications

(19 citation statements)

References 110 publications

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“…According to Maggon and Chaudhry (2015) introducing CRM strategies, which root in relationship marketing, could improve "profitability in the long run by shifting from transaction-based marketing" (p. 55). Destination managers need to be able to count not only on entities that coordinate initiatives at the level of destination and marketing Rural destinations' loyalty strategies but also on the involvement of institutions, businesses and residents, all of which take into account the relational approach of marketing as a key driver.…”

Section: Resultsmentioning

confidence: 99%

“…An explanatory model of tourism destination loyalty, based on a relational approach to marketing, was applied in the setting of rural tourism destinations, as these are understood as an interesting context. According to Maggon and Chaudhry (2015):…”

Section: Introductionmentioning

confidence: 99%

“…In this context, Maggon and Chaudhry (2015) recently developed a study on the state of the art of relationship marketing and CRM research published in top tourism journals from 2001 to 2013. The results show that relationship quality is a key theme in tourism research, scarcely applied to destinations.…”

Section: Introductionmentioning

confidence: 99%

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Enhancing rural destinations’ loyalty through relationship quality

Alves

Cerro

Mogollón

2019

SJME

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Purpose The literature on the factors generating loyalty towards tourism destinations has seldom focussed its attention on relationship marketing, which has left a gap in the understanding of destination loyalty. This paper aims to examine the influence of relationship quality on rural destination loyalty, approaching this through the variables of trust, attachment and satisfaction. Design/methodology/approach This study used a quantitative methodology based on an on line survey conducted in Spain. The sample consisted of 464 tourists who participate in rural tourism. The analysis of the proposed model was carried out based on the partial least squares method. Findings The results confirm that the model has a substantial to moderate explanatory capacity for overall satisfaction and loyalty, in which overall satisfaction acts as a mediator between the variables that make up relationship quality in reference to loyalty. Research limitations/implications The main limitations of this research arise from the scarcity of works which aim to understand relationship quality in tourism destinations. To broaden results, it should be applied in other tourism destinations, products, services and experiences. Practical implications Destination managers should give relationships a special role in their tourism development programmes in rural tourism contexts. Social implications Rural tourism destinations and companies are generally small-sized organisations that need managerial tools. These can benefit from developing sustainable relationships. Originality/value The significant role played by relationship quality regarding destination loyalty is studied in detail in this model.

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Section: Resultsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Enhancing rural destinations’ loyalty through relationship quality

Alves

Cerro

Mogollón

2019

SJME

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“…O marketing de um hotel desempenha um papel fundamental no cumprimento desses objetivos, nomeadamente o marketing relacional, que é atualmente um tema de destaque. Segundo a literatura (e.g., Beck et al, 2015;Bradford et al, 2010;Henderson et al, 2011;Krasnikov et al, 2009;Maggon e Chaudhry, 2015;Nyaga e Whipple, 2011;Palmatier et al, 2013), o futuro do marketing passa inevitavelmente pelo marketing relacional. Isso porque o marketing com objetivos imediatistas (hit-and-run marketing) não serve nem aos verdadeiros interesses dos compradores nem aos interesses dos vendedores uma vez que fica mais dispendioso às empresas atraírem novos clientes do que fidelizar os existentes.…”

Section: A R T í C U L O Sunclassified

“…Isso poderá acontecer se, por exemplo, for adotada uma abordagem relacional indiscriminada, que não cuida de selecionar criteriosamente os contextos e os segmentos em que o marketing relacional pode ser mais eficaz. Maggon e Chaudhry (2015), com base numa análise de artigos publicados desde o ano de 2001, concluíram que o estudo do marketing relacional na área do turismo e hospitalidade é ainda incipiente e que são necessários mais estudos, nomeadamente 96 a r t í c u l o s o r i g i n a l e s A.L. Vieira, C. Costa, RPE, Vol.…”

Section: A R T í C U L O Sunclassified

Relações de Negócio em Hotelaria: Um Modelo Estrutural Aplicado ao Segmento Empresarial

Vieira

Costa²

2016

REVISTA PERSPECT. EMPRESARIAL

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RESuMO O presente artigo tem como objetivo investigar a influência da importância e da qualidade das relações de negócio na decisão de uma empresa em manter o envolvimento com determinado hotel. para tratar a questão, é proposto um modelo testado com base em dados de um inquérito realizado a uma amostra final de 483 representantes de pequenas e médias empresas (pMes) portuguesas, que manifestaram as suas perceções sobre as relações de negócio com os seus interlocutores privilegiados numa cadeia hoteleira. Os dados foram analisados com recurso à técnica estatística de modelação em equações estruturais. O estudo produz vários resultados importantes. a qualidade da relação é influenciada por variáveis interpessoais, com destaque para o papel do Gestor de Clientes (i.e., o representante do hotel), e por outras associadas à relação propriamente dita. Quanto à importância da relação, vários fatores surgem como indicadores significativos, tais como os benefícios da relação e os custos da sua interrupção. Os resultados sugerem que a importância da relação assume um papel preponderante na determinação da propensão de interação futura. em termos de contribuição teórica, a investigação acrescenta valor ao paradigma do marketing relacional, ao testar e validar um modelo da influência da importância da relação, adicionalmente aos efeitos da qualidade da relação, na propensão de interação futura entre pMes e hotéis. O estudo sugere igualmente implicações práticas de gestão, com vista ao sucesso das estratégias de marketing relacional e com o objetivo da fidelização dos clientes e rentabilização das relações de negócio com eles estabelecidas.PAlAVRAS-CHAVE importância da relação, marketing relacional, modelação em equações estruturais, qualidade da relação, relações de negócio.

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An Enriched Framework for CRM Success Factors Outlining Data Analytics Capabilities’ Dimension

Jabado

Jallouli

2021

The Importance of New Technologies and Entrepreneurship in Business Development: In the Context of Economic Diversity in Develo

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The evolution of Big Data has been attracting many researchers who emphasized on the growing role of data analytics capabilities (DAC) in enhancing marketing decisions within enterprises. Although various hypothesis and theories have been previously generated, yet case studies validating them by real-life examples have been scarce. This research paper serves as an exploratory qualitative research, based on a single case study with a retail company established in Lebanon: The United Company for Central Markets SARL (UCCM). The grocery retail industry is a good example because it’s changing faster than most other complex industries, making it harder to detect and keep any competitive advantage. The study on hand aims to inductively develop theory further, and reflects UCCM’s results by illustrating an enriched conceptual framework for understanding how efficient CRM systems, when integrated with DAC, can enhance Marketing decisions during times of crisis management. UCCM’s research design and decision-making process allow addressing DAC as a new key dimension for the enriched conceptual framework. UCCM’s results also clarify how DAC play a crucial integrative role in adding value to the three factors of a CRM successful implementation: People, Technology and Process. The enriched conceptual framework proves to be a valuable heuristic tool that highlights the importance of establishing and acquiring a new skill set of competencies that combine Marketing with technologies and data analytics, especially during times of crisis management.

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Revisiting Relationship Marketing and Customer Relationship Management in Leading Tourism and Hospitality Journals: Research Trends From 2001 to 2013

Cited by 25 publications

References 110 publications

Enhancing rural destinations’ loyalty through relationship quality

Enhancing rural destinations’ loyalty through relationship quality

Relações de Negócio em Hotelaria: Um Modelo Estrutural Aplicado ao Segmento Empresarial

An Enriched Framework for CRM Success Factors Outlining Data Analytics Capabilities’ Dimension

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