Abstract
The study seeks to identify the effects of the simultaneous implementation of Revenue Management and CRM on business performance among hospitality firms and to determine whether Market Orientation constitutes a suitable business culture for fostering this joint approach in the online environment. A quantitative empirical study among chain hotels, based on structural equation modeling, is conducted. The results indicate that the simultaneous implementation of Revenue Management and CRM in the online environment positively influences business performance, and that the adoption of online Market Orientation is an antecedent of the implementation of both of these marketing processes.
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