دانلود رایگان مقاله انگلیسی تحقیقات مدیریت ارتباط با مشتری در گردشگری و مهمان پذیری - امرالد 2017

Purpose: This study aimed to provide a critical review of the evolution of customer relationship management (CRM) research in the hospitality and tourism field. Design/methodology/approach: The study conducted a thorough systematical literature review by collecting papers from 14 leading tourism and hospitality journals. The examination of the literature is first based on the evolution of CRM notion and its definitions. Next, CRM studies in the literature that are related to hospitality and tourism were assessed based on their timelines and themes. Thirdly, the studies were classified based on CRM components and its impacts on firms’ performances. Findings: The literature review provided an in-depth understanding on the progress of CRM based on the selected topics and suggests a redesigned research agenda for scholars, graduate students, and practitioners. Implications: This study provides new and meaningful avenues for further research in CRM in hospitality and tourism area. Originality/value: CRM has a key role in business performance and increased customer satisfaction and retention, specifically in the context of the service industry. To date, scholars have produced an abundant number of CRM related studies in tourism and hospitality journals. In this study, the progress of CRM research conducted in the tourism and hospitality sector is critically reviewed.

6. Conclusions and Future Research

This study aimed to provide a critical review of the evolution of CRM research in the H&T field. Based on this critical review, several conclusions can be provided on how CRM research has evolved, key research topics, authors and research methods. CRM research in the H&T field shows that CRM is not yet a well-researched topic, specifically on the tourism side. The majority of published research articles are in the area of hospitality, with a specific focus on hotels and restaurants. Therefore, more studies with a focus on pubs and clubs are required. Future research in the tourism area, especially at the destination level is also required. Future studies are also needed to expand the horizon of research to a multi-destination approach and tourists’ behaviors.

With global competition and newly emerging destinations, tourists have become more sophisticated in their choices. In this regard, CRM including three components - people, technology and process- as the building of a customer-oriented culture, by which a strategy is created for acquiring, enhancing the profitability of, and retaining customers (Rababah et al., 2011) can be used by companies in the H&T industry to achieve a competitive advantage. Previous studies both utilized qualitative and quantitate research methods but mostly relied on a single data collection method. Future studies may follow a longitudinal research design and utilize multiple data collection methods.