Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/79142
Title: Systematic review of hospitality CRM research
Authors: Law, R 
Fong, DKC
Chan, ICC 
Fong, LHN
Keywords: CRM
Customer relationship management
Hospitality
Relationship marketing
Review
Issue Date: 2018
Publisher: Emerald Group Publishing Limited
Source: International journal of contemporary hospitality management, 2018, v. 30, no. 3, p. 1686-1704 How to cite?
Journal: International journal of contemporary hospitality management 
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.
URI: http://hdl.handle.net/10397/79142
ISSN: 0959-6119
EISSN: 1757-1049
DOI: 10.1108/IJCHM-06-2017-0333
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