Impact of Customer Relationship Management on Customer Satisfaction: The Case of a Budget Hotel Chain
AbstractCustomer Relationship Management (CRM) is a successful marketing strategy that has been proven to improve customer satisfaction and retention in the hotel business. CRM can bring many benefits to the hotel business, though there are some associated challenges such as the implementation process, which can prove to be time consuming, expensive, and complex in nature. Such challenges often bring a significant risk of failure, and these risks become more significant in budget hotels, due to inadequate supporting budgets and the lack of strong branding and loyalty schemes. 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 play a critical role in customers’ overall satisfaction of budget hotels. This suggests there is a need to align management and customer perspectives on CRM, in order to optimize customer value in terms of delivery and experience. Keywords: Customer Relationship Management (CRM), Customer Satisfactions, Satisfaction Criteria, Customer Expectation and Budget Hotels.
CitationRahimi, R., & Kozak, M. (2017). Impact of Customer Relationship Management on Customer Satisfaction: The Case of a Budget Hotel Chain. Journal of Travel & Tourism Marketing, 34 (1), pp 40-51
PublisherTaylor & Francis
JournalJournal of Travel & Tourism Marketing
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The role of internet-based technology in customer satisfaction in the banking sector: empirical evidence from Edo State, NigeriaOriade, Ade; Wang, Yong; Rahimi, Roya; Mordi, Jones Oluchukwu (University of Wolverhampton, 2020-07)Internet-Based Technology (I-BT) has become an important resource in driving the performance of all successful businesses. This thesis contains the findings of an investigation into the role of I-BT in the relationship between customer-focused engagement behaviour (CFEBEH) and customer satisfaction (CS) in the Nigerian commercial banking sector. Using a sample of 426 bank customers in Edo State, Nigeria, the thesis seeks to ascertain whether I-BT resources in the bank have an impact on customer service delivery and satisfaction thereof. Theoretically, the Expectancy Disconfirmation Theory (EDT) and Affect Theory have been used to underpin the study of CS, while Kahn’s theory of engagement is used in support of CFEBEH. The Job Demands- Resources (JD-R) model has been used as the overarching theory underpinning this research particularly in relationship with I-BT. The results based on the structural equation model (SEM) provide two findings. First, CFEBEH has a direct effect on CS at a margin of 0.40. Second, I-BT mediates the CFEBEH and CS relationship at a margin of 0.067. Therefore, the findings of this study recommend bank managers or policymakers in Nigeria to consider making I-BT resources available in their banks as this can enhance the relationship between CFBEH and CS. By making I-BT available, this can also lead to increased CS levels, as the above results suggest. This study, therefore, has three main contributions to offer. First, by conceptualising CFEBEH as a second-order factor, this study has contributed to the literature in the area of methodology. Second, this study is the only study, to the best knowledge of the author, to have investigated the role of I-BT in the relationship between CFEBEH and CS in the Nigerian banking sector. The study has therefore deepened the academic knowledge on the role of I-BT in this relationship. Secondly, this study also contributes to the current literature on the role of I-BT in enhancing CS, particularly in a developing country context. Nigeria being the context of this study provides a unique environment for this research looking at the several challenges in the banking sector amidst institutional and infrastructural weaknesses. Finally, the design and measurement of the proposed research model in this study regarding the impact of CFEBEH on CS through its various components including PCHB, ATI, and WS, have added to the academic knowledge in customer service delivery, particularly in the banking sector which can trigger further research in this research area.
Towards a Successful CRM Implementation in Banks: An Integrated Model.Eid, Riyad (Informaworld: Routledge (Taylor & Francis), 2007)In recent years, customer relationship management (CRM) has been the favoured theme for numerous studies and reports. Yet, there is a lack of systematic empirical evidence regarding the critical success factors (CSFs) for the CRM implementation, the activities that are affected by the use of the CRM programmes, and their consequent performance outcomes. In this article, we document the role of the CRM programmes in the banking sector and identify marketing activities that are affected by CRM usage. Taking a sample of 159 banks that utilise a CRM system, we found a substantial positive effect of the CRM usage on relationships effectiveness and marketing objectives. The results of this study have major implications for marketing people, as they suggest the notion that the CRM critical success factors should be implemented holistically rather than piecemeal to achieve the full potential of the CRM. The findings also stress the central role of customer services in the successful implementation of CRM programmes within banks.
Sports operations management: examining the relationship between environmental uncertainty and quality management orientationBamford, David; Hannibal, Claire; Kauppi, Katri; Dehe, Benjamin; Operations Management, The Business School, University of Huddersfield, Huddersfield, UK; Operations Management, University of Wolverhampton Business School, Wolverhampton, UK; Logistics and Supply Chain Management, Aalto University School of Business, Helsinki, Finland; Operations Management, The Business School, University of Huddersfield, Huddersfield, UK (Taylor & Francis, 2018-02-22)Research question: The outcome of a sporting competition is uncertain and one of the key reasons for the sustained popularity of spectator sport. Whilst unique and exciting, this context poses challenges for the management of the sporting experience as there is no control over the outcome of the competition; a disappointing result on-field may translate to a disappointing overall experience for the spectators. We wish to understand if and how quality management practices can be used in off-field operations to mitigate on-field uncertainty, and thus have greater control over spectator perception of the sporting experience. Research methods: A multi-country survey of operations managers of sporting stadia in the United Kingdom, United States, Canada, Australia and New Zealand was conducted. We operationalize environmental uncertainty as spectator co-creation and enforced collaboration, and assess quality management orientation from both a customer and process perspective. Linear regression is used for data analysis. Results and Findings: Surprisingly, we find that environmental uncertainty does not encourage the orientation of quality management practices towards the customer. Instead, we find a greater application of process focus. In considering sporting fans as passive customers rather than active co-creators of value, quality management practices seem to have skewed towards process rather than person. Implications: Customer satisfaction appears as secondary to process performance in the sample of stadia examined. This is in contrast to studies that have encouraged a focus on the customer in contexts of environmental uncertainty. We suggest a renewed focus on the customer for the longevity of sporting stadia.