Systematic Review of CRM in Hospitality
Master thesis
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https://hdl.handle.net/11250/3007321Utgivelsesdato
2022Metadata
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Sammendrag
Purpose and background - The aim of this research paper is to review earlier researchextensively and systematically regarding customer relationship management (CRM) in thehospitality industry and propose future research. CRM is a powerful tool to increase efficiencyin a hospitality firm, it can be divided into specific topics. A systematic review can help providea helpful overview of the most influential literature on the topic. The findings are aimed toprovide other researchers with the tools to synthesize existing knowledge and develop earlierneglected research approaches.
Design/methodology/approach - Web of Science and Scopus were the two chosen databasesto be searched for this systematic review. Searches were limited to English written articles,published between 2012 ʹ 2022 in peer reviewed journals. The search results were searchedfor relevance by a three-step process of reading title, abstract, and full text against theinclusion and exclusion criterion. The included 51 articles were then divided into topics andanalyzed by means of descriptive statistics and characteristics.
Findings - The systematic review suggests that CRM in hospitality research is still in its infancy.While the concept of CRM was introduced in a 1988 article, the focus of CRM research the lastdecade is heavily focused on the technology aspect of it, looking for ways to improve CRM asa system. The USA and UK are the two countries that has published the most articles on thesubject with 29% of the published articles being from the two countries. Seven topics werediscovered, with technology being the most researched with 31% of the articles. The secondmost being loyalty programs followed by consumer behavior.
Discussion - CRM research in hospitality is studied in a varied amount across differentcountries, and in different countries, while making a generalization that each country is thesame might seem wrong. But CRM as a system and its benefits are quite general andcomparable in every country.
Practical implications - The qualitative systematic research method conducted in this papercontributes to future guidance on the topic of CRM in hospitality.
Originality/value - This research contributes to CRM research through a systematic review tohelp guide future researchers.
Keywords - Customer relationship management, CRM, Hospitality, s-CRM, Review
Paper type - Systematic review