Abstract
Customer relationship management (CRM) is widely discussed in numerous industries including the hotel sector. Much of the discussions on CRM have focused on implementations related aspects with only scant attention given to the CRM practices that manifest due to CRM implementations. As a result while the existing understanding on CRM has been established through an organisations point of view by identifying the back stage CRM from the point of view of the organisation, this study demonstrates the importance to enhance the understating of CRM through the customers’ point of view. Thus this study explored CRM practices experienced by the leisure travellers in the hotel context and what they think of such practices. Data was collected through focus groups which consisted of 22 participants in total. The findings indicated numerous customer relationship management practices experienced by leisure travellers at the: pre-encounter, encounter and post-encounter stages.
Highlights
Customer Relationship Management (CRM) is gaining increasing attention from both researchers and practitioners, in the services domain (Shamma, 2015; Payne & Frow, 2013; Parvatiyar & Sheth, 2001)
The results will be presented based on the three purchase zones, pre encounter, encounter stage and post encounter followed by findings related to CRM and repeat visitation and word-of-mouth marketing
4.1 Pre Encounter With the exception of interactions with hotel websites, CRM practices at the pre-encounter stage were the least experienced by the participants
Summary
Customer Relationship Management (CRM) is gaining increasing attention from both researchers and practitioners, in the services domain (Shamma, 2015; Payne & Frow, 2013; Parvatiyar & Sheth, 2001). CRM emerged in the 1990s’ (Öztaysi, Sezgin, & Özok, 2011), and its importance in the twenty first century continues to grow (Kim, Suh, & Hwang, 2003; Nairn, 2002). CRM emphasises the role of retaining customers (Zikmund, McLeod, & Gilbert, 2003). CRM extends a transaction, to the maintenance of long-term relationships. As pointed out by Armstrong, Adam, Denize, and Kotler (2010), CRM is the most important concept in modern marketing, and a key ingredient in building customer value and satisfaction.
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