A Field Study of CRM on Hotel Enterprises

Authors

Yichen Lin, Department of Management and Information Technology, Southern Taiwan University of Technology, TaiwanFollow
Chen Shu, Department of Hotel & Restaurant Management, Aletheia University
Hsiu-Hsiung Hsieh, Department of Leisure, Recreation, and Tourism Management, Southern Taiwan University of Technology
Wurong Shih, Department of Management and Information Technology, Southern Taiwan University of Technology, Taiwan

Document Type

Article

Abstract

The value of customer relationship is well recognized by many leading companies, especially for the service companies. For the hotel enterprise, application of Customer Relationship Management (CRM) is a great opportunity to increase the customer value and provides a way to systematically attract, acquire and retain the customers. The main purposes of this study are to provide a framework to review the strategic application in related to customer connections on high quality hotel enterprises.

This study has taken the hotel enterprise as an example to perform a field study. These hotels, based on the surveyed data, have done the connections for customer knowledge in 69%, for customer-connective technologies in 84% and for customer economics in 75%.

Recommended Citation

Lin, Yichen; Shu, Chen; Hsieh, Hsiu-Hsiung; and Shih, Wurong, "A Field Study of CRM on Hotel Enterprises" (2001). ICEB 2001 Proceedings (Hong Kong, SAR China). 101.
https://aisel.aisnet.org/iceb2001/101