Paper Title :Membership Privileges In Hotel Industry: A Framework Proposal On The Relationship Among Customer Relationship Management, Members Satisfaction And Hotel Retention
Author :Jun-Zhi Chiu, Hsuan-Tsokuo
Article Citation :Jun-Zhi Chiu ,Hsuan-Tsokuo ,
(2016 ) " Membership Privileges In Hotel Industry: A Framework Proposal On The Relationship Among Customer Relationship Management, Members Satisfaction And Hotel Retention " ,
International Journal of Management and Applied Science (IJMAS) ,
pp. 129-133,
Volume-2,Issue-7
Abstract : In recent years, the membership system has played an increasingly important role in the hotel industry,
especially how the industry adopts customer satisfaction orientation as the business objective. In the hotel industry,
consumers are their primary source of business profits. Therefore, hotel owners should reinforce their activities in CRM
(Customer Relationship Management).The hotel industry is in a quite competitive situation. With CRM, hotels would be
able to get a grasp of the market trends, as well as the demands of staying guests. The system of membership is not only
bringing profits to the hotel owners but also saving costs. This allows them to keep a sustainable competitive advantage in
the rapid-changing business environment. However, many hotel owners in the industry have started to develop a membership
privilege system to reinforce the relationship maintenance between the hotel and its members. Therefore, CRM strategies
would affect customer views in the privilege program of the hotel. Currently, CRM strategies are widely adopted by most
hotel owners, with to increase the relationship strength between customers and corporations, which would also increase
business profits at the same time. Therefore, improving CRM activities and maintaining the strength with customers, are key
objectives in the sustainable development of the corporation. In this research, Social Cognitive Theory will serve as the
basis. It will discuss the effect of the CRM implemented by hotels to understand whether it affects room guest recognition in
the fairness of the membership privilege system and the willingness to come back. Furthermore, it will examine the
mediating effect of “perceived membership justice” and “perceived membership value” in the membership privilege system
of hotels. Finally, it will verify whether or not there is a significant positive influence that exists between membership
confidence in membership privilege system and their satisfaction level; also, whether or not there is a strong relationship
between members and hotels because of the satisfactory level.
Keywords— Customer Relationship Management (CRM); Perceived Value; Perceived Justice; Membership Satisfactory;
Relationship Strength
Type : Research paper
Published : Volume-2,Issue-7
DOIONLINE NO - IJMAS-IRAJ-DOIONLINE-5099
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Copyright: © Institute of Research and Journals
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Published on 2016-08-17 |
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