Online reviews as a feedback mechanism for hotel CRM systems

This study aims to improve hotel customer relationship management (CRM) by connecting it with a reputation mechanism which will provide integrated customer reviews. We propose a framework that identifies some key modules a hotel's CRM should employ. An important contribution of this research is to show how a CRM system can be effectively operated by facilitating the reputation system and hotel customer feedback. The empirical part of our research examines the influence of hotel quality perceptions using data obtained from web-based hotel reviews. These results can be exploited by the proposed integrated hotel CRM system and could be used to extract reviews including predictions on how value for money is going to be formulated when a specific number of complaints is received and how each of the hotel parameters affect the value for money parameter.

[1]  R. J. Callan,et al.  Business travellers' perception of service quality: a prefatory study of two European city centre hotels. , 2001 .

[2]  W. Reinartz,et al.  Balancing Acquisition and Retention Resources to Maximize Customer Profitability , 2005 .

[3]  Aurkene Alzua-Sorzabal,et al.  A New Hotel Online Reputation Framework for Ontology Learning Development , 2012, ENTER.

[4]  Ruth N. Bolton,et al.  A Multistage Model of Customers' Assessments of Service Quality and Value , 1991 .

[5]  M. Stephenson,et al.  An Evaluation of the Significant Elements of Customer Relationship Management within the Hotel Industry , 2009 .

[6]  Q. Ye,et al.  The impact of e-word-of-mouth on the online popularity of restaurants: a comparison of consumer reviews and editor reviews. , 2010 .

[7]  Yuping Liu,et al.  Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability. , 2009 .

[8]  T. Lockyer,et al.  Hotel cleanliness—how do guests view it? Let us get specific. A New Zealand study , 2003 .

[9]  Miyoung Jeong,et al.  Evaluating stability of the performance‐satisfaction relationship across selected lodging market segments , 2010 .

[10]  Derek Greene,et al.  Does TripAdvisor Makes Hotels Better , 2010 .

[11]  Samer Eid Dahiyat,et al.  Customer relationship management implementation , 2011 .

[12]  Dimitrios Buhalis,et al.  Complaints on the Online Environment - The Case of Hong Kong Hotels , 2009, ENTER.

[13]  Alastair M. Morrison,et al.  Website Effectiveness for Bricks and Mortar Travel Retailers , 2005 .

[14]  B. Gu,et al.  The impact of online user reviews on hotel room sales , 2009 .

[15]  Ulrike Gretzel,et al.  Do Negative Experiences Always Lead to Dissatisfaction? - Testing Attribution Theory in the Context of Online Travel Reviews , 2010, ENTER.

[16]  Lai Lai Tung,et al.  Service Quality and Perceived Value's Impact on Satisfaction, Intention and Usage of Short Message Service (SMS) , 2004, Inf. Syst. Frontiers.

[17]  Peter O'Connor,et al.  User-Generated Content and Travel: A Case Study on Tripadvisor.Com , 2008, ENTER.

[18]  A. Mohammed,et al.  Customer Relationship Management ( CRM) in Hotel Industry : A framework Proposal on the Relationship among CRM Dimensions, Marketing Capabilities, and Hotel Performance , 2012 .

[19]  G. Soutar,et al.  Consumer perceived value: The development of a multiple item scale , 2001 .

[20]  Hong Zhou,et al.  OpinionSeer: Interactive Visualization of Hotel Customer Feedback , 2010, IEEE Transactions on Visualization and Computer Graphics.

[21]  A. Mauri,et al.  Web reviews influence on expectations and purchasing intentions of hotel potential customers. , 2013 .

[22]  I. Vermeulen,et al.  Tried and tested: The impact of online hotel reviews on consumer consideration , 2009 .

[23]  C. Fornell,et al.  The Vicious Circle of Consumer Complaints , 1984 .

[24]  Prashanth U. Nyer.  An investigation into whether complaining can cause increased consumer satisfaction , 2000 .

[25]  S. Kimes,et al.  Integrating customer relationship management and revenue management: A hotel perspective , 2003 .

[26]  Eric W.T. Ngai,et al.  Consumer complaint behaviour of Asians and non‐Asians about hotel services: An empirical analysis , 2007 .

[27]  Larry Yu,et al.  Measuring Hotel Guest Satisfaction by Using an Online Quality Management System , 2014 .

[28]  Z. Mao,et al.  Image of All Hotel Scales on Travel Blogs: Its Impact on Customer Loyalty , 2012 .

[29]  D. Lehmann,et al.  Organizational Learning and CRM Success: A Model for Linking Organizational Practices, Customer Data Quality, and Performance , 2013 .

[30]  J. Mylonakis.  Customer Relationship Management Functions: A Survey of Greek Bank Customer Satisfaction Perceptions , 2009 .

[31]  The Impact of e-Customer Relationship Marketing in Hotel Industry , 2009 .

[32]  V. Bellou,et al.  Examining organizational climate in Greek hotels from a service quality perspective , 2009 .

[33]  Christine A. Vogt,et al.  Customer Relationship Management in Tourism: Management Needs and Research Applications , 2011 .

[34]  Hokey Min,et al.  A data mining approach to developing the profiles of hotel customers , 2002 .

[35]  Jacquelyn S. Thomas,et al.  Challenges and Opportunities in Multichannel Customer Management , 2006 .

[36]  Tung Lai Lai,et al.  Service Quality and Perceived Value's Impact on Satisfaction, Intention and Usage of Short Message Service (SMS) , 2004 .

[37]  Alastair M. Morrison,et al.  Destination image representation on the web : Content analysis of Macau travel related websites , 2007 .

[38]  Tat Y. Choi,et al.  Determinants of hotel guests’ satisfaction and repeat patronage in the Hong Kong hotel industry , 2001 .

[39]  Mamoun N. Akroush.  Customer relationship management implementation An investigation of a scale ’ s generalizability and its relationship with business performance in a developing country context , 2011 .

[40]  J. Dyché.  The Crm Handbook: A Business Guide to Customer Relationship Management , 2001 .

[41]  S. Beatty,et al.  Service Failure in Online Retailing , 2003 .

[42]  R. Law,et al.  Analyzing hotel star ratings on third‐party distribution websites , 2010 .

[43]  Cihan Cobanoglu,et al.  The Impact of Technology in Hotels: A Case Study of Istanbul and Ankara Hotels , 2006 .

[44]  Mosad Zineldin,et al.  The royalty of loyalty: CRM, quality and retention , 2006 .

[45]  J. J. Cronin,et al.  Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments , 2000 .

[46]  Ulrike Gretzel,et al.  Consumer generated content - trends and implications for branding. , 2006 .

[47]  I. Phau,et al.  Complainers versus non-complainers retaliatory responses towards service dissatisfactions , 2008 .

[48]  J. Wooders,et al.  Reputation in Auctions: Theory, and Evidence from Ebay , 2006 .

[49]  T. Lam,et al.  Customer complaint behaviour towards hotel restaurant services , 2003 .

[50]  C. Fornell,et al.  Why Do Customer Relationship Management Applications Affect Customer Satisfaction? , 2005 .

[51]  Shwu-Ing Wu,et al.  The relationships between CRM , RQ , and CLV based on different hotel preferences , 2015 .

[52]  James F. Petrick,et al.  Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service , 2002 .