Signaling Service Quality via Website e-CRM Features: More Gains for Smaller and Lesser Known Hotels [Summary]

Abstract

This article presents two studies on the signaling effects of hotel e-CRM quality. Study 1 found positive effects of e-CRM quality on potential customers’ expectations for hotel service quality, trust in and satisfaction with the hotel website, and purchase intentions from the website. Study 2 found positive relationships between basic, proactive, and partnership e-CRM and hotel rank as reported on TripAdvisor.com. Both studies found that smaller hotels and hotels with lesser known brands benefited more from developing websites with higher e-CRM quality. "This article summary is distributed under a Creative Commons Attribution 4.0 license (CC BY).