دانلود رایگان مقاله انگلیسی بررسی اصولی تحقیقات مهمان نوازی مدیریت ارتباط با مشتری (CRM) - امرالد 2017

Abstract

Purpose – This paper aims to comprehensively and systematically review the state of customer relationship management (CRM) research on hospitality and propose future research agenda. Design/methodology/approach – All hospitality-related CRM articles since its introduction as a concept in 1988 were collected. The retrieved articles were then chronologically and thematically analyzed. Findings – Hospitality CRM research has rapidly grown from the initial relationship marketing concept into social CRM. Five research foci were identified including CRM planning and implementation process, organizational support, technology and tools, customer perspectives and characteristics, and outcome and impact. Three potential pitfalls were observed in the existing literature. A comprehensive research framework incorporating the five research domains and three key players was proposed. Practical implications – Hospitality practitioners should take an integrated perspective on the five major domains of CRM and the three key players to ensure that informed decisions can be made. Originality/value – This study contributes to the literature through its qualitative and critical assessment of existing hospitality CRM literature, which can guide future research.

6.1 Conclusions

CRM has become a prominent topic among hospitality researchers and practitioners, given that maintaining lucrative customer relationships enhances business performance (Kim et al., 2006a; Wu and Lu, 2012). Chronological analysis revealed that the simple concept of RM as a marketing approach introduced by Berry (1983) has evolved into a multi-dimensional notion in hospitality. The thematic analysis identified five salient research themes that have received uneven attention in the literature; potential pitfalls and research gaps are identified and a framework is proposed. Previous research has assumed that CRM is superior over traditional marketing approaches, and empirical evidence has been lacking. Moreover, research attention on the negative aspects of CRM such as customer termination is missing in the scholarly conversation. Methodological diversification and innovation are necessary to investigate more complex issues related to CRM. The literature is still growing, and more effort is required to shift the focus from reinventing the wheel to initiating breakthroughs. This study starts off by offering a general overview of the existing literature and a roadmap for future studies.