The Role of Electronic Customer Relationship Management (E-CRM) In Improving Service Quality

Abstract

Electronic Customer Relationship Management(E-CRM) is one of business concepts and technology that supported by information systems to integrate all of business proccess that customer interacted. The most common E-CRM implementation in hotel industry is website. This research is to know the role of E-CRM to improve service quality, describe the implementation of E-CRM, understand the guest service procedure in, and to know the service quality through E-CRM in Prama Grand Preanger Bandung. The role of E-CRM by giving understandable information quality through two languages, ease of navigation, consumer service quality, fulfilling guests request, integrated marketing channels, online community through social media, giving guests rewards, personalization levels, and site security. Prama Grand Preanger Bandungs ECRM applies compatible with common information, alternative contact, membership, automatic e-mail, and instructions for new guest. Service is done by giving informations about room reservation, payment method, and transaction security. Service quality through E-CRM is generaly acceptable by hotel guests because of the ease in getting information and room reservation.