Antecedents and consequences of eCRM success : a case study of the hospitality industry in Thailand

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Antecedents and consequences of eCRM success : a case study of the hospitality industry in Thailand

 

Author: Cherapanukorn, Vimolboon
Title: Antecedents and consequences of eCRM success : a case study of the hospitality industry in Thailand
Degree: DHTM
Year: 2016
Subject: Customer relations -- Management.
Hospitality industry -- Thailand -- Management.
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: xii, 276, 40 pages : color illustrations
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2949935
URI: http://theses.lib.polyu.edu.hk/handle/200/8844
Abstract: Customer relationship management has been a focus for many hospitality organisations that wish to develop a sustainable relationship with customers in order to achieve a competitive advantage. Due to the highly competitive environment, customer relationship management (CRM) has become a key strategic tool for all companies. The successful implementation of CRM strategy is of great benefit to firms. Furthermore, in recent times, the development of information communication technologies (ICTs) has significantly impacted business processes and organisational outcomes. Many hotels and similar establishments decide to implement their CRM strategies by using internet technology and Web 2.0 applications as an enabling tool to deliver value to customers in an intensified competitive market. Effective electronic customer relationship management (eCRM) has become a crucial structegy for every organisation, and it is one of the fastest growing management approaches being adopted across many organisations, including the hospitality industry. However, not all organisations succeed in their eCRM initiatives because of their firm's inherent factors. Moreover, although the role of the internet and virtual communities on CRM are widely discussed, there is a lack of study on Web 2.0 utilization for enhancing eCRM strategies. This study was an attempt to propose a framework of eCRM determinants, which provides eCRM success and positive business performances from an organisation's perspective by using the hotel industry in Thailand as a case study. In this study, four dimensions of eCRM were examined as antecedents of a successful eCRM implementation. The four dimensions include organisation (ORG), customer (CUS), knowledge (KM) and information technology (IT) orientations. This research also evaluated the relationships among all these eCRM dimensions, successful eCRM implementation (eCRM) and hotels' performance (BP). A research model was developed to validate these measurement models. To achieve the intended objectives, this study used Structural Equation Modelling (SEM) to analyse data collected from hotels listed by the Tourism Authority of Thailand (TAT). The result of the structural model showed that ORG, CUS, KM and IT have significant impact on eCRM success, which also influence BP positively. Therefore, the results show support for all of its related hypothesised paths. In summary, this study empirically developed and examined the significant factors of eCRM determinants that affect the success of eCRM implementation and improve overall business performance.

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