El CRM como estrategia de negocio: desarrollo de un modelo de éxito y análisis empírico en el sector hotelero español

Nowadays, Customer relationship management (CRM) is an essential tool for management. However, despite the relevance of the concept, which we consider as a strategic initiative made possible by IT, there is still no conceptual framework to guide companies in its successful implementation. This paper provides the conceptual framework and empirical evidence about how those factors affect CRM success. This success is measured as having better financial and market results. Empirical validation of the hypotheses has been conducted in the hotel sector, with a sample of 153 Spanish hotels. The main conclusions highlight the mediating effect of organizational factors of other variables (market related factors, management and technological knowledge) affecting the results of the CRM implementation, together with previous experience in CRM.

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