Integrating customer relationship management in hotel operations: managerial and operational implications [Summary]

Abstract

The article tried to find a better framework for businesses to adopt and implement CRM. Also, it says it should not only focus on the role of ICT, but hotels also need to use an integrated managerial approach with ICT, relationship, and knowledge management. Regarding CRM, disseminating knowledge among staff can be differently performed in large hotels and smaller hotels; CRM in small hotels usually depends on the manager’s personal managing style while CRM in large hotels is considered as a way for formalizing processes. However, the paper insists that the way of small hotels, which is “institutionalized” informal as managing their customer relationship, can be an effective way to convey knowledge in large hotels.