Roya Rahimi

Implementing Customer Relationship Management (CRM) in hotel industry from organizational culture perspective: Case of a chain hotel in the UK

The purpose of this research is to empirically investigate the impact of organizational culture on implementing customer relationship management (CRM) in the hotel industry.,The research is conducted with a quantitative approach and a questionnaire adapted from Denison Organizational Culture Survey, and the Mendoza CRM model is the research instrument. The questionnaire was administered among 346 managers of a chain hotel in the UK. Gathered data were subjected to correlation and multiple regression analyses.,The correlation analysis demonstrates that organizational culture factors of adaptability, consistency, staff involvement and mission have a positive significant impact on CRM implementations. The multiple regression analysis further showed that though CRM implementation is highly correlated with these four factors, its successful implementation is not dependent on all of them.,The research is conducted in the frame of a case study where a UK chain hotel is selected; therefore, the findings cannot be generalized to a larger population. This research is conducted in the context of hotel industry and the result might be different for other industries. Due to the limitation in access to all employees, only managers were selected as the sample of the study and future studies with all staff may show different results.,Organizational culture readiness is one of the most important requirements in CRM implementation initiatives. The results of this study will benefit hotel managers in measuring their organizational culture and improve it toward better CRM outcomes.,Previous studies on organizational culture and CRM with qualitative approaches have tried to highlight the role of organizational culture on CRM implementation or some have attempted to identify the organizational culture factors with potential impact on CRM implementations. However, very few of these studies have empirically investigated the impacts of organizational culture on CRM implementation, and this is the first study that empirically investigates this impact in the context of the hotel industry.

Impact of Customer Relationship Management on Customer Satisfaction: The Case of a Budget Hotel Chain

ABSTRACT Customer Relationship Management (CRM) can bring many benefits to the hotel business, though there are some associated challenges. Such challenges often bring a significant risk of failure, and these risks become more significant in budget hotels. This study considers the changes that have emerged in the last decade as regards customer expectations when staying in budget hotels. We use qualitative approaches to investigate the overlaps between customer expectations and managers’ perceptions of CRM applications. The findings reveal that regardless of all changes, value for money and core products continue to play a critical role in customers’ overall satisfaction with budget hotels.

Experienced international business traveller’s behaviour in Iran: A partial least squares path modelling analysis

Few researchers have examined travellers’ experience with destinations despite the importance of their attitudes, behaviour and perception in selecting destinations. Current study aims to examine the relationship between risk perceptions, motivation, information source, travel experience and destination image among experienced international business travellers in Iran. The total number of 234 valid questionnaires was collected from international business travellers and structural equation modelling was employed using partial least squares path-modelling analysis to assess measurement and structural model for reflective constructs. Our empirical results support the negative relationship between destination image and risk perception, travel experience and risk perception while information sources were found to be unrelated to travellers risk perceptions. The results further shown that information sources and destination image, information sources and motivation, motivation and travel experience and destination image are related. However, the partial least squares-multigroup analysis results reveal that the significance of path coefficients differs across various demographic subgroups. Moreover, our results support experience and risk perception as a second-order reflective construct. Practical and theoretical implications are discussed along with a discussion on research limitations.

Customer Relationship Management (People, Process and Technology) and Organisational Culture in Hotels: Which traits matter?

Purpose The purpose of this study is to examine the impact of four organisational cultural traits of adaptability, consistency, involvement and mission on the three components of customer relationship management (CRM), namely, people, process and technology, in the context of the hotel industry. Design/methodology/approach Required data are collected with a quantitative approach and a questionnaire adapted from the Denison organisational culture survey and the Mendoza CRM model. The questionnaire was distributed among 364 managers of a chain hotel in the UK and gathered data were examined using the structural equation modelling method. Findings The results of this study reveal that the four traits of organisational culture (adaptability, consistency, involvement and mission) have positive and significant impacts on the three components of CRM (people, process and technology). A set of theoretical contributions and practical implications was also discussed. Research limitations/implications The study is conducted with a case study approach; hence, the findings cannot be generalised to a larger population, and the results might be different for other industries. Because of the limitation of access to all employees, only managers were selected as the sample, and future studies with all employees may show different results. Practical implications Current study helps hotel managers to understand the role and importance of organisational cultural traits in successful implementation of their CRM strategy components. Originality/value The position taken in this study recognises the need to enhance the understanding of organisational culture’s impact on implementing CRM components. Organisational cultural traits have different levels of impact on CRM implementation, and this is the first study to investigate the detailed impacts of the four traits of adaptability, consistency, involvement and mission on the three components of CRM, namely, people, process and technology.

Unraveling the diverse nature of service quality in a sharing economy: A social exchange theory perspective of Airbnb accommodation

Purpose This paper aims to investigate customers’ perceptions of the service quality facets of Airbnb accommodation using social exchange theory as a suitable conceptual framework to explain aspects of interactivity between guests and hosts. Design/methodology/approach A self-administered questionnaire consisting of 25 accommodation-specific service quality attributes, structured according to Akbaba’s (2006) measurement scale and based on the service quality hierarchical conceptualization described by Brady and Cronin (2001) and Cronin and Taylor (1992), was distributed to Airbnb international guests visiting Phuket, Thailand. The sample was chosen through a two-stage sampling process and the PLS-SEM technique was used for data analysis. Findings The results showed that convenience and assurance are critical contributors to the measurement of service quality in remote Airbnb lodgings. The findings further revealed that Airbnb guests are mainly interested in lodgings which have access to certain tourist sights, and in easily accessible information and efficient resolution of problems during their stay. The authors also found that guests greatly value the convenience and flexibility offered by Airbnb, and that they particularly appreciate the warm hospitality provided by the hosts. Finally, Airbnb guests have very low expectations of the amenities and services available at the lodgings. Research limitations/implications Airbnb is one of the most well-known examples of hospitality in the sharing economy, and results cannot be generalized to similar accommodation providers in sharing economies. Despite the appropriateness of using the measurement tool provided by Akbaba (2006), it is only one option among others for measuring service quality. Practical implications The current study can assist hosts in gaining better knowledge of guests’ decision-making processes and in designing effective marketing strategies by focusing on guests’ requirements in terms of service quality. The effective use of competitive strengths and the prioritization of business resources would potentially enhance guests’ positive experiences at the accommodation and at the destination. Originality/value Limited numbers of studies have focused on the sharing economy and hospitality and in particular on Airbnb, and this is the first study with a focus on service quality issues in terms of Airbnb accommodation.

Organizational Culture and Customer Relationship Management: A Simple Linear Regression Analysis

Abstract This study investigates the combine effect of organizational culture factors on implementing customer relationship management (CRM) in hotels. A questionnaire was administered among managers of a chain hotel in the UK and collected data was subjected to correlation and simple liner regression analysis. The results showed that creating cross-functional teams, having culture of teamwork, committed and involved employees, adaptive and responsive attitudes towards change, information sharing, learning orientation and knowledge management, defined set of mission and visions and high degree of innovation are the main predictors for a successful CRM projects.

Customer relationship management research in tourism and hospitality: a state-of-the-art

Purpose This study aimed to provide a critical review of the evolution of customer relationship management (CRM) research in the hospitality and tourism (H&T) field. Design/methodology/approach The study conducted a thorough systematical literature review by collecting papers from 14 leading tourism and hospitality journals. The examination of the literature is first based on the evolution of CRM notion and its definitions. Next, CRM studies in the literature that are related to H&T were assessed based on their timelines and themes. Third, the studies were classified based on CRM components and its impacts on firms’ performances. Findings The literature review provided an in-depth understanding on the progress of CRM based on the selected topics and suggests a redesigned research agenda for scholars, graduate students and practitioners. Implications This study provides new and meaningful avenues for further research in CRM in H&T area. Originality value CRM has a key role in business performance and increased customer satisfaction and retention, specifically in the context of the service industry. To date, scholars have produced an abundant number of CRM-related studies in tourism and hospitality journals. In this study, the progress of CRM research conducted in the tourism and hospitality sector is critically reviewed.

Motivations of South Asian Students to Study Tourism and Hospitality in the United Kingdom

Abstract The economic ramifications of tourism and hospitality have led to the considerable growth of global education in this industry. The ever-changing needs of this industry for appropriate skills and expertise have made it more competitive in nature, which has led to the increase in studies exploring the motivations for students to choose a specific destination. This chapter explores the motivations of South Asian students to undertake tourism and hospitality qualifications in the United Kingdom. The research was based on mixed method approach through two sequential phases of focus group and questionnaire among the students of a higher education provider in London. The results revealed a set of motivational factors influencing South Asian student’s choices to study tourism and hospitality in the United Kingdom.

Promotional Strategies and New Service Opportunities in Emerging Economies

Continuous improvements in emerging economies have created more opportunities for industrialization and rapid growth. This not only leads to higher standards in accounting and security regulations, but it increases the overall marketing efficiency. Promotional Strategies and New Service Opportunities in Emerging Economies is a key resource in the field of service marketing and promotions, service innovations, and branding in developing countries. Highlighting multidisciplinary studies on self-service technologies, sustainable consumption, and customer relation management, this publication is an ideal reference source for policy makers, academicians, practitioners, researchers, students, marketers, and government officials actively involved in the services industry.

Mobility patterns of asian students: the case of tourism and hospitality management students in the United Kingdom

ABSTRACT This study aimed to investigate the driving forces behind Asian students studying tourism and hospitality in the United Kingdom at 3 stages: (a) choosing a foreign country, (b) selecting the United Kingdom as the host country, and (c) undertaking tourism and hospitality courses. We collected data using questionnaires distributed among tourism and management students attending a major higher education provider in the United Kingdom. The findings identified subgroups of push and pull factors that explain the movement patterns of Asian students toward studying tourism and hospitality in the United Kingdom. Using a mathematical equation, this study reveals that seeking a better life, the nature of the program, and external influences significantly impact students’ movements.