Systematic review of hospitality CRM research

Abstract

Purpose This paper aims to comprehensively and systematically review the state of customer relationship management (CRM) research on hospitality and propose future research agenda. Design/methodology/approach All hospitality-related CRM articles since its introduction as a concept in 1988 were collected. The retrieved articles were then chronologically and thematically analyzed. Findings Hospitality CRM research has rapidly grown from the initial relationship marketing concept into social CRM. Five research foci were identified, including CRM planning and implementation process, organizational support, technology and tools, customer perspectives and characteristics and outcome and impact. Three potential pitfalls were observed in the existing literature. A comprehensive research framework incorporating the five research domains and three key players was proposed. Practical implications Hospitality practitioners should take an integrated perspective on the five major domains of CRM and the three key players to ensure that informed decisions can be made. Originality/value This study contributes to the literature through its qualitative and critical assessment of existing hospitality CRM literature, which can guide future research.

Organizational culture in the hospitality industry a bibliometric analysis and systematic literature review

“…It includes three publications: One review of the literature and two articles with a quantitative approach, all them with relationship about Customer Relation Management. Law et al (2018) realized a comprehensively and systematically review the state of customer relationship management (CRM) research on hospitality and propose a future research agenda. Law et al (2018) conclude in their review affirming than Hospitality CRM research has rapidly grown from the initial relationship marketing concept into social CRM and their identified five lines for future research: planning and implementation process, organizational support, technology and tools, customer perspectives and characteristics, and outcome and impact.…”

“…Law et al (2018) realized a comprehensively and systematically review the state of customer relationship management (CRM) research on hospitality and propose a future research agenda. Law et al (2018) conclude in their review affirming than Hospitality CRM research has rapidly grown from the initial relationship marketing concept into social CRM and their identified five lines for future research: planning and implementation process, organizational support, technology and tools, customer perspectives and characteristics, and outcome and impact. Rahimi and Gunlu (2016) researched chain hotel from the UK, where they applied a survey to managers to identified impacts of organizational cultures of consistency, adaptability, mission, and involvement on CRM implementation.…”

The Impact of CRM on Customer Satisfaction and Customer Loyalty: Mediation Effect of Customer Perceived Value (Evidence from Hospitality Industry)

“…Padmavathy et al 2012describe CRM as a group of activities directed towards the customer and initiated at strategic level of the organization and based on technology aiming at improving interaction with customer to achieve customer loyalty and thus improving long term profits. According to Nyadzayo and Khajehzadeh (2016); Law, et al, (2018) CRM is based on creating and improving the relationship with customers in the most efficient way to keep them loyal and loyal customers are profitable. Sota, et al (2019) stated that due to the competitive business environment in the hotel industry nowadays, CRM has become a crucial tool that every hotel should use to survive in the market.…”

Research note: customer experience management in cruise pre-consumption

“…proposed. There have been limited applications of methodologies within CXM and it is suggested that more sophisticated and innovative methods should be adopted to improve research vigour (Boulding, Staelin, Ehret & Johnston, 2005;Law, Fong, Chan & Fong 2018).…”