CRM Fit and Relationship Quality in Hotel Industry

Abstract

Organizations have realized the importance of CRM. Even though CRM is spelled out to Customer Relationship Management, it has been overlooked the fact that the focus of CRM should be on customers and the relationship with them. As well, since the Internet has been widely used as a very effective medium for interacting with people no matter where they are and when it is, it is a useful tool to interact with customers. Therefore this study examined CRM practice and the Internet usage based on relationship quality and relational benefits theories. This study attempts to examine the effect of the FIT between each stage of CRM process and Internet usage for each stage. CRM Fit and relationship quality variables have been identified from the aspect of customers who have membership of a certain hotel. The results showed that the Fit for the maintenance stage has a positive effect on Commitment, which leads to Loyalty. Customer Orientation was also found significant to influence Satisfaction and Commitment. Interestingly Termination stage has a positive effect on Commitment while it has a negative effect on Satisfaction.