Relationship or revenue: potential management conflicts between customer relationship management and hotel revenue management

Wang, Xuan Lorna (2012) Relationship or revenue: potential management conflicts between customer relationship management and hotel revenue management. International Journal of Hospitality Management, 31 (3). pp. 864-874.

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Abstract

The concepts of customer relationship management (CRM) and revenue management (RevM) have been embraced by managers in the hospitality industry although, in practice, companies may find it difficult to accommodate both fully. This paper examines the compatibility between the two practices and discusses the possible management conflicts that occur from both account managers’ and revenue managers’ viewpoints. Findings gathered from an international hotel company reveal several causes of potential management conflicts including: management goals, management timescales, perceived business assets,
performance indicators and management foci between CRM and RevM due to divergence occurring in managers’ priorities and in their approaches to achieving their individual set goals. These differences have rarely been comprehensively investigated in previous studies, yet are vital in integrating CRM and RevM practices.

Item Type: Article
Subjects: Hospitality and tourism
Management and marketing
Related URLs:
Depositing User: Lorna Wang
Date Deposited: 22 Dec 2015 18:27
Last Modified: 23 Feb 2016 13:32
URI: http://repository.uwl.ac.uk/id/eprint/1456

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