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Anatolia
An International Journal of Tourism and Hospitality Research
Volume 26, 2015 - Issue 1: Special issue: Improving marketing effectiveness: advances in tourism, travel, hospitality and leisure marketing
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Articles

Online reviews as a feedback mechanism for hotel CRM systems

Costas AssimakopoulosDepartment of Business Administration, Alexander TEI of Thessaloniki, PO Box 141, 57400Thessaloniki, GreeceCorrespondence[email protected]
,
Eugenia PapaioannouDepartment of Informatics, University of Macedonia, PO Box 1591, 54006Thessaloniki, Greece
,
Christos SarmaniotisDepartment of Business Administration, Alexander TEI of Thessaloniki, PO Box 141, 57400Thessaloniki, Greece
&
Christos K. GeorgiadisDepartment of Informatics, University of Macedonia, PO Box 1591, 54006Thessaloniki, Greece
Pages 5-20 | Received 09 Jun 2014, Accepted 09 Jun 2014, Published online: 30 Jun 2014
 
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Abstract

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.

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