Comparison between hotels and motels using CRM effect model – An empirical study in Taiwan

This study aims to explore the influence of customer relationship management (CRM) on the relationship marketing effect (RME) and business performance (BP) for hotels and motels in Taiwan, and compare the differences between the two. After surveying 224 hotels and 114 motels, the study establish a CRM effect model and finds that the implementation of CRM can have a significant and positive impact on the RME and BP for both types of establishments. However, enterprise type has an interference effect on the intensity of the relationship paths in the CRM effect model. Therefore, different enterprise types should plan CRM strategies that are based on individual advantage, which will not only increase the RME, but also further enhance BP by improving customer relationships.     

The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan

This study aims to investigate the implementation of customer relationship management (CRM) and its effect on relationship marketing (RM) and business performance, through an analysis of the hotel industry in Taiwan. A survey on hotels, including general and tourist hotels, and bed and breakfasts (B&Bs) was conducted, and a total of 560 questionnaires were returned. The results showed that implementing CRM has a significant and positive influence on the RM effect, positively affecting business performance for both hotels and B&Bs. However, a comparison of the influential paths of relationship models between hotels and B&Bs showed that, for hotels, the Internet service and customer support functions of the CRM strategy are the main sources of influence on the RM effect and business performance, whereas for B&Bs, the marketing support function of the CRM strategy alone influences the RM effect and business performance. To achieve higher performance, the different types of hotel enterprises should understand their main advantage before implementing key CRM strategies.     

Crisis Management and Its Impact on Destination Marketing

Abstract

This paper analyzes the crisis management procedures utilized by four specific Convention and Visitors Bureaus in a variety of disaster situations and locations across the United States. The crises studied are representative of both man-made and natural disasters, and occurred in destinations in which tourism plays a significant role. From these case studies, a comprehensive set of crisis management procedures was compiled for the benefit of Convention and Visitors Bureaus nationwide. Such standardized crisis management procedures will presumably contribute to a faster and more efficient recovery for any destination after a crisis, as these procedures have been used in actual crisis situations.     

The effects of brand relationship quality on responses to service failure of hotel consumers

This article examines the applicability of Fournier's (1998) Brand Relationship Quality (BRQ) framework in the hotel industry, and also investigates the effects of BRQ on hotel consumers’ behavioral intentions, after service failures in high-class hotels. The empirical results show that BRQ is applicable to the hotel industry and has a moderating effect on consumers’ post-failure emotions, particularly in terms of influencing future behavioral intentions. However, this finding is not applicable when the service failures are severe.     

Convention Services Management in Sydney Four to Five Star Hotels

Abstract

Little empirical research has been conducted in the field of Convention Services Management within the hotel sector. The purpose of this paper is to report on a study that sought to investigate the role and function of the convention services department and the convention services manager in four and five star hotels in Sydney.

It identifies the role of convention services and convention services management within this sector of the hotel industry. From a convenience sample of four and five star hotels within Sydney City District, data was obtained through face-to-face taped interviews supported by the use of a semi-structured questionnaire. Analysis of the data reveals a trend towards increasingly shorter lead times for conference bookings, an eclectic mix of personnel assuming the responsibility of the convention service department. The study confirmed, from those interviewed, that convention services management within these organisations remains firmly entrenched in the traditional structures; hierarchical with clearly segregated divisions by occupational specialisation.     

The Relationships among Theatrical Components,Experiential Value,Relationship Quality,and Relationship Marketing Outcomes

Both marketing practitioners and academic researchers have traditionally recognized the major influence that relationship quality (RQ) has on relationship marketing outcomes. Differing from previous studies, this study proposes a more integrated model by including theatrical components and experiential value in the “RQ-relationship marketing outcomes” paradigm. The structural relationships among the variables are examined by adopting a structural equation modeling (SEM) approach in the context of a theme park. The results confirm the existence of the path “theatrical components → experiential value → RQ → relationship marketing outcomes”.     

旅游者关系生命周期与目的地关系营销策略——以主题公园为例

从顾客关系生命周期角度实施关系营销策略对旅游服务提供商和旅游者建立长期关系非常重要.本文在顾客关系生命周期3阶段模型的基础上,结合旅游服务业和旅游者的特性,同时考虑了时间要素和网络环境要素,补充了在旅游者"消费阶段"之后的"评估阶段",提出了旅游服务业适用的旅游者关系生命周期4阶段动态模型:Dynamic Attention-Transaction-Experience-Evaluation Model(简称DATEE模型).该模型为旅游目的地服务提供商在互联网环境下制定关系导向的营销策略提供了框架支持.本文并结合国内外典型的主题公园营销实例进行了分析.     

Relationship marketing and airline loyalty schemes

This article examines the emerging concept of relationship marketing in an accessible way through an explanation of airline loyalty schemes. It provides evidence that success from relationship marketing schemes is not easily achieved. This is because of the proliferation of loyalty schemes and the build up of rewards to be redeemed which has affected levels of profitability and effectiveness.     

Drivers of Customer–Brand Relationship Quality: A Case of Mainland Chinese Hotel Loyalty Program Members

Hotel chains should understand the effectiveness of the benefits offered by their programs and the influence of customer relationship management (CRM) initiatives of individual hotels because of the high operating costs of loyalty programs and the risk of creating an affinity to the rewards they offer rather than to the brand itself. This study determines the effect of the satisfaction of hotel loyalty program members on the benefits they receive, and the CRM efforts of individual hotels on the quality of their relationship with the brand. The sample was drawn from mainland Chinese customers because of the growing importance of the Chinese tourism market. Results reveal that program benefits have no significant effect on the quality of the relationship of the member with the hotel brand. The communication of the program to its members and the customer orientation of individual hotels are the key determinants of relationship quality.     

RELATIONSHIP INTENTION AS A MEDIATOR BETWEEN RELATIONAL BENEFITS AND CUSTOMER LOYALTY IN THE TOUR OPERATOR INDUSTRY

Relationship and customer loyalty management have been an important field of research in marketing for decades. However, the focus for many years was mainly on the benefits of relationship marketing for companies. This article contributes to a deeper understanding of the benefits of relationship marketing for customers in the travel industry. It investigates the effects between relational benefits, relationship intention and intentional loyalty using the tour operator industry as an example. Relationship intention will be introduced as a variable influencing intentional loyalty. The role of relationship intention in the customer benefit‐intentional loyalty context will be analyzed by testing different path models. The measurement model is estimated, based on a confirmatory factor analysis using LISREL with a sample of 1,702 tour operator customers. The structural model as well as the estimate path coefficients were analyzed applying a partial least square approach (PLS) using SmartPLS. This article not only contributes to the further development of models explaining intentional loyalty, but also to the development of practical insights about the influence of different measures and tools on intentional loyalty from a customer benefit perspective. It can be concluded that the intention of a customer to invest in a relationship is dependent on the perceived level of relationship benefits. Further, the results show, that the buying behavior of customers is influenced by the perceived relational benefits. With the management of customer relations, a provider can influence the behavior of the customer to exploit the earning potential efficiently. Therefore, a provider has to be successful in creating new relational benefits for his customers through measures of customer relation management.     

Relationship quality matters: How restaurant businesses can optimize complaint management

This research investigates the effectiveness of complaint management according to company–client relationship quality (RQ). Interactional recovery efforts are critical for efficient complaint management in the hospitality management (restaurant) context; this study addresses the potential compensatory interaction effects of interactional recovery efforts (personal apology vs. impersonal apology via email) and two types of compensatory recovery efforts (voucher vs. refund), as well as their intensity (full vs. partial). A robust cut-off effect emerges, such that a minimum level of interactional effort influences the effectiveness of compensation efforts. Furthermore, RQ influences complaint management effectiveness: For loyal, high-RQ customers, interactional recovery effort (personal apologies) is more important, regardless of compensation intensity (full vs. partial) or type (voucher vs. refund). High- (low) RQ customers are more (less) likely to accept vouchers than refunds; vouchers symbolize their willingness to continue relationships. Thus, interactional effort allows firms to decrease the intensity of customer compensation required.     

From Selling to Relationship Marketing at International Trade Fairs

Abstract

The role of international trade fairs in establishing and developing buyer-seller relations has been overlooked by most marketing scholars. Based on a survey of sellers at international trade fairs, relationship marketing at trade fairs is analyzed. Using an interaction approach, some propositions are developed. The article suggests that international trade fairs play a significant role in reducing uncertainty and distance for industrial marketers and in demonstrating commitment to the buyer-seller relationship development process. The implications for practitioners, as well as for future research, are discussed.     

The hospitality of the host: A cross-cultural examination of managerially facilitated consumer-to-consumer interactions

In the design and programming of hedonic service settings such as events, managers can facilitate positive social interactions between guests. The objective of this research is to examine the effect of managerially facilitated consumer-to-consumer interactions on Asian and Western consumer evaluations and behavioral outcomes. A field experimental methodology is employed within the cultural group tour context. Asians are found to benefit from management facilitation of social interaction at higher levels than Westerners. Implications for event managers and directions for future research are shared.     

Relationship quality between exhibitors and organizers: A perspective from Mainland China's exhibition industry

Despite the fact that many destinations around the world have invested significant resources to build large-scale exhibition centers and host exhibitions to gain both economic and non-economic benefits (e.g., Jago and Deery, 2010), there is a paucity of research on exhibitions in general, and on the relationships among key stakeholders in particular. This study aims to address this research gap by investigating the relationship between exhibitors and exhibition organizers in view of its potential to significantly affect the success of a particular exhibition, and in the broader context the success of exhibition destinations. A survey collected 616 responses from exhibitors exhibiting at nine trade fairs in four cities in Mainland China. Study findings confirmed that exhibitors’ relationship quality with organizers is a second-order construct composed of four factors: (1) service quality and relationship satisfaction, (2) trust and affective commitment, (3) communication, and (4) calculative commitment. Furthermore, perceived relationship quality differed significantly, depending on key characteristics of organizers and exhibitors. Potential reasons that might contribute to these differences are explored and implications are discussed.     

服务营销管理体系与酒店绩效关系的实证研究

已有研究主要探讨某一服务营销管理举措与企业绩效的关系,而在酒店业不同的发展阶段,各种服务营销管理举措发挥作用的程度不同.为了揭示现阶段我国酒店最佳的营销管理组合,我们在充分总结有关研究的基础上,构建了服务营销管理体系对酒店绩效影响的回归模型,随后对全国30多个城市千余家酒店进行了问卷调查,对221个有效样本的分析发现:在酒店服务营销管理体系中,服务创新、服务补救和人员管理决定着酒店绩效,且酒店星级对以上关系存在显著的调节作用.     

An Examination of Quality Management in Luxury Hotels

Abstract

The purpose of this case study was to analyze and compare the total quality management (TQM) practices of three luxury hotels. Leadership, guest and market focus, and information and analysis emerged as the three most significant TQM factors successfully implemented in these three hotels. The human resource focus factor was less successfully integrated into these hotels' operations. Although the three hotels claimed that they managed their processes effectively, these processes were not as well-designed or complex as in many other quality-conscious companies. Strategic planning emerged as one of the most difficult factors to implement. The general managers interviewed argued that these six factors contributed positively to their hotel's business results. Managerial and research implications are also discussed.     

Web-based permission marketing: Segmentation for the lodging industry

Permission marketing is becoming an important tool in maintaining relationships with travelers via the Internet. Its growing importance can be seen in tourism marketing, specifically in the lodging industry. With an increase in industry use, the effectiveness of this technique needs assessment. This paper initiates this process by examining current methods used to collect contact information for the purpose of permission marketing. Three segments of the market are identified and compared based upon their willingness to supply contact information. Significant differences were found in socio-demographics, online habits, trip characteristics, and website design preferences. Implications for lodging marketers are presented and future research topics are discussed.     

An Examination of the Impact of Sponsorship on Attendees' Recognition of Sponsors

ABSTRACT

Sponsorship is a critical component of the convention and exhibition industry. There are diverse forms of sponsorships in this industry and many sponsors expect more benefits derived from their contributions than those from typical marketing activities, such as advertising and public relations. However, there have been few attempts to examine the impact of sponsorships in the convention and exhibition area. This study evaluated the impact of sponsorship by assessing attendees' recognition of sponsors in relation to different types of sponsorships and number of days attending a show. Results indicated that attendees' recognition level of the sponsors varied depending on the type of sponsorships and the number of days attending a show. In addition, sponsoring companies achieved a much higher recognition level than non-sponsoring companies. Based on the findings of this study, business and marketing implications are also discussed.     

国际会议安全管理初探--以桂林2002博鳌亚洲旅游论坛为例

会议会展的安全管理日益成为旅游目的地发展越来越重要的内容。本文从我国国情出发，重点探讨了具有中国特色的会议安全管理的框架，提出了会议安全管理的5个基本内涵，即：群体安全-个人安全、设施安全-服务安全、组织安全-合作安全、通信安全-媒体安全、时间安全-空间安全。文章还对桂林2002博鳌亚洲旅游论坛的安全管理案例进行了分析。     

Delivering Quality Service

ABSTRACT

Quality in tourism-related services, like in services in general, are basically about balancing customer perceptions and expectations. Successful service providers are able to meet and, whenever possible, exceed consumers' needs and wants. This way, it is possible to provide memorable experiences to visitors. In delivering services, due to certain specific characteristics of services (e.g., intangibility, simultaneity, variability and perishability), the human element, in particular the ‘face-to-face’ interaction with the customer, plays a fundamental role. The study stresses the contribution of interpersonal variables for the success of service organisations. It discusses how commitment to customer service, and supportive supervisors and co-workers, influence the relationship managers' ability to satisfy customers. The main findings were as follows: (i) commitment to customer service and co-workers' support have direct and positive effects on the ability to satisfy customers; (ii) commitment to customer service is the most important determinant of the ability to satisfy customers, and works as a mediator for the other independent variables; (iii) co-workers' support, having both direct and mediated effects, is a more important predictor than supervisors' support. The available data indicates that there is a need for specific training for supervisors, in order to increase their awareness of the impact of their performance on the service delivered by contact employees. Moreover, it is important that service organisations are capable of providing employees with a holistic view of the service delivery chain. This includes not only relationship managers, but also those who are not in direct contact with external customers. Apart from these training aspects, the results of this study should also be considered in relation to other management issues, namely in human resources management. Organisations should prevent the risk of losing those employees that show more commitment to customer service and more ability to satisfy customers. Employee retention exerts a positive impact on repurchase, which, in turn, influences profitability. In light of these findings, some managerial implications are suggested.