eCRM System Adoption by Hospitality Organizations: A Technology-Organization-Environment (TOE) Framework

ABSTRACT

Very few topics within business literature have elicited so much interest among both academia and practitioners as that of the benefits for a firm to manage long-term and profitable relationships with customers. A consequence of this surging interest is the tremendous growth in the use of electronic customer relationship management (eCRM) systems. eCRM systems provide firms with a sustainable competitive advantage in a cluttered and highly competitive marketplace. In this regard, the authors develop a research framework incorporating various technical, organizational, and environmental factors that influence the hospitality organizations' adoption of eCRM systems. The implications of this conceptualization, as well as its contribution to hospitality research and practice are substantiated. Finally, conclusions are drawn and directions for potential future research in this area are discussed.

KEYWORDS:

• eCRM (electronic customer relationship management)
• hospitality industry
• technology adoption
• TOE (technology
• organization and environment)