IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION: THE CASE OF A BUDGET HOTEL CHAIN

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Rahimi R., KOZAK M.

JOURNAL OF TRAVEL & TOURISM MARKETING, vol.34, no.1, pp.40-51, 2017 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 34 Issue: 1
  • Publication Date: 2017
  • Doi Number: 10.1080/10548408.2015.1130108
  • Journal Name: JOURNAL OF TRAVEL & TOURISM MARKETING
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.40-51
  • Keywords: Customer Relationship Management (CRM), customer satisfaction, satisfaction criteria, customer expectation and budget hotels, CRITICAL SUCCESS FACTORS, E-CRM, KNOWLEDGE, INDUSTRY, UK
  • Dokuz Eylül University Affiliated: Yes

Abstract

Customer Relationship Management (CRM) can bring many benefits to the hotel business, though there are some associated challenges. Such challenges often bring a significant risk of failure, and these risks become more significant in budget hotels. This study considers the changes that have emerged in the last decade as regards customer expectations when staying in budget hotels. We use qualitative approaches to investigate the overlaps between customer expectations and managers' perceptions of CRM applications. The findings reveal that regardless of all changes, value for money and core products continue to play a critical role in customers' overall satisfaction with budget hotels.