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- Title
Exploring E-CRM Application: The Case of Tourism and Hospitality Industry in Greece.
- Authors
Papaioannou, Alkistis; Kariofyllas, Charalambos; Koronios, Konstantinos; Kourtesopoulou, Anna; Kriemadis, Athanasios
- Abstract
Customer relationship management (CRM) is a comprehensive business and marketing strategy that integrates technology, process, and all business activities around the customer. With the rapid growth of electronic business and rise of Internet-based services, the internet has provided a platform to deliver CRM functions on the Web (e-CRM) which is focused on web-based interaction between companies and their customers (Kourtesopoulou, Papaioannou & Kriemadis, 2011). The purpose of this study was to provide a better understanding of how the Internet is used as a strategic tool in e-CRM in the tourism and hospitality industry. Two primary research questions were addressed in this study: (i) How can the online environment be described? (ii) How are the customers served in this online environment? A qualitative method was used for the purpose of this study, combining two data collection methods, websites observation and documentation. Primary data collected through an observation checklist (consisted of 48-items & 11-sub-scales) in which the observers concentrated their records and secondary through documents from different published sources to verify the collected data. The selected sample was the sites of the 100 largest luxury hotel units in Greece, which had a number of rooms from 200 to 800. The majority of the foresaid luxury hotel units were from Dodecanese (Rhodes-Kos), Crete (the whole region), Peloponnese, Attica, Corfu and Thessaloniki - Chalkidiki. Conclusions were drawn based on the similarities and differences, which were found according to the observation checklist adapted from the literature (Khan and Shahzad, 2005).
- Publication
Journal of Regional & Socio-Economic Issues, 2014, Vol 4, Issue 1, p75
- ISSN
2049-1395
- Publication type
Academic Journal