Effectiveness of Knowledge Management on Customer Relationship Management in Hotel Business Performance

  • Sanjiv Kumar SRIVASTAVA Hotel Management BIT Mesra, Ranchi, India
  • Bibhas CHANDRA IIT (ISM), Dhanbad, India
  • Anand Prasad SINHA Department of Management, BIT Mesra, Ranchi, India

Abstract

Knowledge Management (KM) and Customer Relationship Management (CRM) have become indispensable strategic tool for the Hotel sector to gain competitive edge in the marketing environment. Hotels sustain and survive by exploiting customer knowledge for creating relationship to improve customer satisfaction, loyalty and thus, leading to better business performance. Hotel industries heavily rely on effective relationship management and CRM essentially depends upon effective and efficient utilization of knowledge resource. Therefore, effectiveness of customer relationship management depends upon effectiveness of Integration of knowledge management process with CRM process. Hotel managers are quick to realise the importance of CRM based marketing strategy to sustain and gain edge over the competitors. The paper presents a review study of literature regarding effectiveness of KM and CRM on hotel business performance with a proposal of an integrated conceptual framework between KM and CRM process.

References

[1] Adalikwu, C. 2012. Customer relationship management and customer satisfaction. African Journal of Business Management, 6(22): 6682-6686.
[2] Alavi, M. and Leidner, D. E. 1999. Knowledge Management Systems: Emerging Views and Practices from the field, Proceedings of the 32nd Hawaii International Conference on System Sciences. Hawaii, USA: IEEE Computer Society Press, 1999.
[3] Alavi, M. and Leidner, D. E. 2001. Review: KM and KM systems: Conceptual foundations and research issues. MIS Quarterly, 25(1): 107–136.
[4] Al-Azzam, A. F. M. 2016. The Impact of Customer Relationship Management on Hotels Performance in Jordan. International Journal of Business and Social Science, 7(4): 422 – 436.
[5] Allameh, S. M., Shahin, A. and Tabanifar, B. 2012. Analysis of relationship between knowledge management and customer relationship management with customer knowledge management (case study at Azaran valve co.). International Journal of Academic Research in Business and Social Sciences, 2(10): 65–77.
[6] Anand, M. and Renganathan, R. 2013. Influence of Knowledge Management for the Success of Telecom CRM. European Journal of Social Sciences, 36(3): 351-357.
[7] Anshari, M., Almunawar, M. N., Lim, S. A. and Al-Mudimigh, A. 2018. Customer relationship management and big data enabled: Personalization & customization of services. Applied Computing and Informatics, https://doi.org/10.1016/j.aci.2018.05.004.
[8] Beijerse, R. P. 1999. Questions in KM: defining and conceptualising a phenomenon. Journal of Knowledge Management, 3(2): 94-109.
[9] Bose, R. and Sugumaran, V. 2003. Application of knowledge Management Technology in Customer Relationship Management. Knowledge and Process Management, 1: 3-17.
[10] Bramwell, B. 1998. User satisfaction and product development in urban tourism. Tourism Management, 19(1): 35–47.
[11] Buttle, F. 2004. Customer Relationship Management: concepts and tools. Amsterdam: Elsevier.
[12] Chen, J. H. and Wu, S. I. 2014. The impact of customer relationship management and internal marketing on business performance: a comparison of lodging industries. Total Quality Management & Business Excellence, 27(2): 17-33, DOI 10.1080/14783363.2014.935567.
[13] Cheng, J. H., Chen, F. Y. and Chang, Y. H. 2008. Airline relationship quality: an examination of Taiwanese passengers, Tourism Management, 29(3): 487-499, DOI: 10.1016/j.tourman.2007.05.015.
[14] Croteau, A. M. and Li, P. 2003. Critical Success Factors of CRM Technological Initiatives. Canadian Journal of Administrative Sciences, 20(1): 21-34, https//doi.org/10.1111/j.1936-4490.2003.tb00303.x.
[15] Dev, C. S. and Olsen, M. 2000. Marketing challenges for the next decade. Cornell Hotel and Restaurant Administration Quarterly, 41(1): 41–47.
[16] Faed, A., Ashouri, A. and Wu, C. 2010. The efficient bond among mobile commerce, CRM and E-loyalty to maximise the productivity of companies, In Y. Peng, G. Kou, F. Ko, Y. Zeng, and K. D. Kwack (Eds.), 3rd international conference on Information Science and Interaction Sciences (ICIS 2010), IEEE, Chengdu, China, 312–317.
[17] Fahey, L. 2001. Linking E-business and operating processes: the role of knowledge management. IBM Systems Journals, 40(4): 889-907.
[18] Garnida, N. et al. 2014. Restructuring knowledge of organic customer profile within KM-CRM framework. International Food Research Journal, 21(3): 855-862.
[19] Garrido-Moreno, A., Lockett, N. and Garcia-Morales, V. J. 2015. Exploring the role of knowledge management practices in fostering customer relationship management as a catalyst of marketing innovation. Baltic Journal of Management, 10 (4): 393-412.
[20] Gebert, H., Geib, M., Kolbe, L. and Brenner, W. 2003. Knowledge-enabled customer relationship management: Integrating customer relationship management and KM concepts. Journal of Management, 7(5): 107–123.
[21] Gonzalez, R. V. D. and M. F. Martins, M. F. 2017. Knowledge Management Process: a theoretical-conceptual research. Gestão & Produção, 24(2): 248-265.
[22] Gronroos, C. 2004. The relationship marketing process: communication, interaction, dialogue, value. Journal of Business and Industrial Marketing, 19(2), 99-113.
[23] Hasanzadeh, M. and Mahaleh, S. F. S. S. 2013. Effect of Knowledge Management on Success of Customer Relationship Management in Eghtesad Novin Bank of Tehran. International Journal of Business Management & Economic Research, 4(6): 839-848.
[24] Hassana, R. S., A. Nawaz, A., Lashari, M. N. and Zafar, (Dr.) F. 2015. Effect of Customer Relationship Management on Customer Satisfaction. Procedia Economics and Finance, 23: 563- 567.
[25] Hobby, J. (1999). Looking after the one who matters. Accountancy Age, 28–30. 16.
[26] Jutla, D., Craig, J. and Bodorik, P. 2001. Enabling and Measuring Electronic Customer Relationship Management Readiness. Proceedings of the 34th Hawaii International Conferences on System Sciences, 7: 1-10.
[27] Kandell, J. 2000. CRM, ERM, one-to-one decoding relationship management theory and technology. Trusts & Estates, 139 (4): 49-53.
[28] King, W. R. 2009. Knowledge Management and Organizational Learning, 4: 3–13, Springer US, 2009.
[29] Kotler, P. 2002. When to use CRM and When to forget it!. Paper presented at the Academy of Marketing Science, Sanibel Harbour Resort and Spa, 30 May.
[30] Kracklauer, A. H., Mills, D. Q. and Seifert, D. 2004. Customer management as the origin of collaborative customer relationship management, In Collaborative customer relationship management: taking CRM to the next level, Berlin, Heidelberg, Springer, pp. 3-6.
[31] Madhoushi, M., Saghari, F. and Madhoushi, Z. 2011. Survey of Customer Knowledge Management Impact on Customer Relationship Management: (Iranian study). International Journal of Business and Social Science, 2(20): 215-227.
[32] Mahawrah, F., Shehabat, I. and Abu-Shanab, E. 2016. The impact of knowledge management on customer relationship management: a case from the fast food industry in Jordan. International Journal of Electronic Customer Relationship Management, 10(2/3/4): 139-157, DOI: 10.1504/IJECRM.2016.10003108.
[33] Maroofi, F. and Deghani, M. 2013. Effect of knowledge management on CRM prosperity. International Journal of Research in Social Sciences, 3(3): 75-86.
[34] McInerney, C. 2002. Knowledge management and the dynamic nature of knowledge. Journal of the American Society for Information Science and Technology, 53(12): 1009–1018.
[35] Mohammad, A. A., Rashid, B. B. and Tahir, S. B. 2013. Assessing the influence of customer relationship management (CRM) dimensions on organization performance: An empirical study in the hotel industry. Journal of Hospitality and Tourism Technology, 4(3): 228-247.
[36] Mohseni, F. and Seyeddanesh, S. 2014. The study of knowledge management's effect on CRM success. International Journal of Physical and Social Sciences, 4(7): 20-27.
[37] Padilla-Mele´ndez, A. and Garrido-Moreno, A. 2014. Customer relationship management in hotels: examining critical success factors. Current Issues in Tourism, 17(5): 387–396.
[38] Parvatiyar, A. and Sheth, J. N. 2001. Customer relationship management: emerging practice, process, and discipline. Journal of Economic & Social Research, 32(2): 1-34.
[39] Payne, A. and Frow, P. 2005. A strategic framework for customer relationship management. Journal of Marketing, 69(October): 167–176.
[40] Peppers, D. and Rogers, M. 2004. Managing Customer Relationships: A Strategic Framework. Hoboken, New Jersey: John Wiley & Sons, pp. 1-3.
[41] Piccoli, G., O’Connor, P., Capaccioli, C. and Alvarez, R. 2003. Customer relationship management - a driver for change in the structure of the U.S. lodging industry. Cornell Hotel and Restaurant Administration Quarterly, 44(4): 61-73, https://doi.org/10.1016/S0010-8804(03)90259-X
[42] Rahimi, R., Koseoglu, M. A., Ersoy, A. B. and Okumus, F. 2017. Customer relationship management research in tourism and hospitality: a state-of-the-art. Tourism review, 72(2): 209-220, https://doi.org/10.1108/TR-01-2017-0011.
[43] Rasula, J., Vuksic, V. B. and Stemberger, M. I. 2012. The impact of knowledge management on organizational performance. Economic and Business Review for Central and South-Eastern Europe, 14(2): 147–168.
[44] Reichheld, F. F. and Schefter, P. 2000. E-Loyalty: Your Secret Weapon on the Web. Harvard Business Review, 78(4): 105-113.
[45] Reimann, M., Schilke, O. and Thomas, J. S. 2010. Customer relationship management and firm performance: the mediating role of business strategy. Academy of Marketing Science, 38: 326–346, http://dx.doi.org/10.1007/s11747-009-0164-y.
[46] Salem, I. E. B. 2014. Toward better understanding of knowledge management: Correlation to hotel performance and innovation in five-star chain hotels in Egypt. Tourism and Hospitality Research, 14(4): 176-196.
[47] Salmador, M. P. and Bueno, E. 2007. Knowledge creation in strategy-making: Implications for theory and practice. European Journal of Innovation Management, 10(3): 1060–1460.
[48] Santouridis, I. and Veraki, A. 2017. Customer relationship management and customer satisfaction: the mediating role of relationship quality. Total Quality Management & Business Excellence, 28(10): 1122-1133, DOI: 10.1080/14783363.2017.1303889.
[49] Senturk, F. K. 2012. A study to determine the usage of strategic management tools in the hotel industry. Procedia – Social and Behavioral Sciences, 58: 11–18, DOI: 10.1016/j.sbspro.2012.09.973.
[50] Sevki, O. and Rifat, I. 2006. Customer relationship management in small–medium enterprises: The case of Turkish tourism industry. Tourism Management, 27(6): 1356–1363.
[51] Sheth, J. N., Sisodia, R. S. and Sharma, A. 2000. The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28(1): 55-66.
[52] Swift, R. S. 2001. Accelerating Customer Relationships: Using CRM and Relationship Technologies, Prentice-Hall PTR, Upper Saddle River, NJ.
[53] Trejoa, J. M., Gutiérreza, J. S. and Guzman, G. M. 2016. The customer knowledge management and innovation. Contaduría y Administración, 61: 456-477.
[54] Tseng, S. M. 2016. Knowledge management capability, customer relationship management, and service quality. Journal of Enterprise Information Management, 29(2): 202-221.
[55] Tseng, S. M. and Wu, P.H. (2014). The impact of customer knowledge and customer relationship management on service quality. International Journal of Quality and Service Sciences, 6(1): 77-96.
[56] Velu, C. 2015. Knowledge management capabilities of lead firms in innovation ecosystems. Academy of Marketing Science, 5: 123-141.
[57] Wang, Y. and Feng, H. 2012. Customer relationship management capabilities: Measurement, antecedents and consequences. Management Decision, 50(1): 115-129.
[58] Wayland, R.E. and Cole, P.C. 1997. Customer Connections: New Strategies for Growth, Harvard Business School Press, Boston, MA.
[59] Winer, R. S. 2001. A framework of customer relationship management. California Management Review, 43(4): 89-107.
[60] Witt, S. F., and Witt, C. A. 1995. Forecasting tourism demand: A review of empirical research. International Journal of Forecasting, 11(3): 447–475.
[61] Zablah, A. R., Bellenger, D. N. and Johnstonand, W. J. 2004. An Evaluation of Divergent Perspectives on Customer Relationship Management: Towards a common understanding of an emerging phenomenon. Industrial Marketing Management, 33(6): 475-489.
Published
2019-02-04
How to Cite
SRIVASTAVA, Sanjiv Kumar; CHANDRA, Bibhas; SINHA, Anand Prasad. Effectiveness of Knowledge Management on Customer Relationship Management in Hotel Business Performance. Journal of Environmental Management and Tourism, [S.l.], v. 9, n. 6, p. 1277-1288, feb. 2019. ISSN 2068-7729. Available at: <https://journals.aserspublishing.eu/jemt/article/view/2671>. Date accessed: 18 feb. 2019. doi: https://doi.org/10.14505//jemt.9.6(30).17.