Development of eCRM Success: A Case Study of Hotel Industry

Abstract

In the 21 st century, every market has been challenged with the highly competitive environment and the development of innovative information technologies. Hence, customer relationship management (CRM) and the information communication technologies (ICTs) have been focused as one of the important strategies of many industry, as well as hotel industry. However, not all organizations succeed in their eCRM implementation. The main objective of this study was to explore the dimensions of eCRM success in the hotel industry. The advantages of qualitative research approach was applied with a semi-structured questionnaires and five of hoteliers were interviewed. The empirical results showed that there are five main dimensions that lead to eCRM success; include organization readiness, customer service, knowledge management, online communication and technology support. Consequently, this research purposed the eCRM success framework towards the hotel industry context. Index Terms-Hotel, customer relationship management, eCRM, Thailand.