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TopLiterature Review
Literature review represents researcher’s studies on CRM and information technology and their impact in hotel performance.
The usage of social networks supporting in building relationships between hotels and consumers. By leveraging the content created by the consumers in the online forums, hotels can form strategies for targeting consumers appropriately, make alterations to products, improve services and improve consumer retention.
Hotels with superior qualities get more stars to be evaluated as the number of hotel’s stars reflect, the type of offer that the hotel gives guests (ICTUR, 2014).
Customer information is collected through various media such as mail, Web, fax, contact management system, the sales force and contact centers, this view from a hotel’s operational perspective (Fournier, Avery (2011), such customer information is stored and in a customer database. Stalcup et al (2010) the contact center provides complete and comprehensive tracking information relating to any contact with their customers. However, most hotels lack in identifying the most profitable ways to build and maintain a loyal customer relationship.
Ivanovic et al (2011), said that when the companies increase funding for implementation of new technologies it can realize greatly improve the business performance of enterprises and a return on investment (ROI). Also, he ensured CRM is will be fully integrated in the business and in the information system of tourist enterprise if it will give the expected results.
The evolution of information technology and spreading of social media have important implications for the hospitality industry. Through Social media, tourists’ experiences are represented via their satisfaction/dissatisfaction with tangible attributes in their destination (González-Rodríguez et al., 2016). The travel decisions of customers can be influenced by user comments in social media (Viglia et al., 2016).