Customer relationship management for hotels in Hong Kong

Ada Lo · Lawrence D. Stalcup · Amy W. S. Lee

144 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Abstract

Purpose The purpose of this study is to investigate how hotels are implementing customer relationship management (CRM) practices at the property level. Design/methodology/approach Semi‐structured in‐depth interviews were conducted with 45 hotel managers from 17 hotels. The interviews were recorded, transcribed, and analyzed using content analysis. Findings All participating hotels have practices in place to manage customer relationships. The most commonly cited goal for CRM is guest retention. Evaluation and control are perceived as very important activities not only to create value for the customers, but also to track the performance of the guest contact departments and the customers' evaluations of the hotel/restaurant experiences. Research limitations/implications The sample is probably biased towards hotels that are most interested in CRM and are heavily weighted towards higher tariff properties. Practical implications The study modified Buttle's CRM value chain to analyze hotels' CRM practices. Results of the study provide a source for industry practitioners to compare and benchmark their practices and to obtain useful CRM ideas. Originality/value CRM‐related research in the hotel industry has looked at a variety of specific practices and its role in achieving overall objectives at the corporate strategic level. Yet, no research has been done to investigate CRM practices at the property level for hotels using the CRM value chain.

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References

1994Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1985Competitive Advantage: Creating and Sustaining Superior Performance 2005A Strategic Framework for Customer Relationship Management 2000Customer loyalty in the hotel industry: the role of customer satisfaction and image 2003Understanding customer relationship management (CRM)2002The Customer Orientation of Service Workers: Personality Trait Effects on Self-and Supervisor Performance Ratings 2005A Customer Relationship Management Roadmap: What is Known, Potential Pitfalls, and Where to Go

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