A benchmarking analysis of customer relationship management for international tourist hotels

Abstract

As consequence of a member WTO, the tourist industry in Taiwan needs to be more competitive and the application of Customer relationship management (CRM) is necessary. The purposes of this study are to verify the key influential factors of CRM dimensions through Data Envelopment Analysis (DEA), and identify the benchmarking group and efficiency level among tourist hotels in Taiwan. The data were obtained from the opinions department managers of 22 tourist hotels in Taiwan. The results indicated that among 22 international tourist hotels in Taiwan, six were the most efficient positions that could be used as the benchmarking partners for other hotels. Five tourist hotels were behind efficient in terms of input and output ratio. Eleven tourist hotels stayed in the middle. The amounts of input slacks for inefficient hotels were also identified.