Factors affecting the successful implementation of customer relationship management in 3-to-5-star hotels in Viet Nam
AbstractThe study aims to assess the factors affecting the successful implementation of customer relationship management (CRM), as well as the relationship between the successful implementation of CRM and customer loyalty, in 3-to-5-star hotels in Vietnam. The study carried out integrating 3 theorie...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
|
| Series: | Cogent Social Sciences |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311886.2024.2316062 |
| _version_ | 1827338067366641664 |
|---|---|
| author | Nguyen Viet Thai Bui Thi Quynh Trang Nguyen Le Dinh Quy Nguyen Thi Quynh Huong Vu Thi Thu Huyen |
| author_facet | Nguyen Viet Thai Bui Thi Quynh Trang Nguyen Le Dinh Quy Nguyen Thi Quynh Huong Vu Thi Thu Huyen |
| author_sort | Nguyen Viet Thai |
| collection | DOAJ |
| description | AbstractThe study aims to assess the factors affecting the successful implementation of customer relationship management (CRM), as well as the relationship between the successful implementation of CRM and customer loyalty, in 3-to-5-star hotels in Vietnam. The study carried out integrating 3 theories RBV, RM and CM to identify the main components of CRM: human resources, technology and processes. On that basis, the article has identified 6 factors affecting successful CRM implementation in relation to the main components of CRM including: senior leaders’ commitments, CRM strategies, business procedures, hotel culture, technology infrastructure and database. By survey with a total sample size of 396 questionnaires. The participants included executive managers, vice directors, head of departments and head of divisions 3–5 star hotels in Hanoi, Ho Chi Minh City and Da Nang – 3 tourist cities of Vietnam in the list of 10 best cities in Southeast Asia. They were directly engaged in the management and execution of hotel operations, including CRM implementation. Upon being filtered, the data was analyzed by a Cronbach’s Alpha coefficient, regression analysis, and hypothesis testing to measure the impact level of the factors affecting the successful implementation of CRM, and the relationship between the successful implementation of CRM and customer loyalty. The findings obtained indicate that all 6 factors have a positive impact on the successful implementation of CRM, and the successful implementation of CRM has a positive and significant impact on customer loyalty. Additionally, theoretical and practical implications were proposed to help managers of 3-to-5-star hotels in Vietnam gain a better understanding of the importance of resources, so as to make the best preparations before implementing CRM and building customer loyalty. Further research orientations were also presented. |
| first_indexed | 2024-03-07T19:08:31Z |
| format | Article |
| id | doaj.art-926fb7dbde3e4b879dd87c71619675da |
| institution | Directory Open Access Journal |
| issn | 2331-1886 |
| language | English |
| last_indexed | 2024-03-07T19:08:31Z |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Social Sciences |
| spelling | doaj.art-926fb7dbde3e4b879dd87c71619675da2024-03-01T05:45:42ZengTaylor & Francis GroupCogent Social Sciences2331-18862024-12-0110110.1080/23311886.2024.2316062Factors affecting the successful implementation of customer relationship management in 3-to-5-star hotels in Viet NamNguyen Viet Thai0Bui Thi Quynh Trang1Nguyen Le Dinh Quy2Nguyen Thi Quynh Huong3Vu Thi Thu Huyen4Faculty of Hospitality – Tourism, Administration and Business in Services, Tourism and Hospitality Research Group, Thuongmai University, Hanoi, VietnamFaculty of Hospitality – Tourism, Administration and Business in Services, Tourism and Hospitality Research Group, Thuongmai University, Hanoi, VietnamIndependent researcher, Hanoi, VietnamcFaculty of Hospitality – Tourism, Thuongmai University, Hanoi, VietnamFaculty of Hospitality – Tourism, Administration and Business in Services, Tourism and Hospitality Research Group, Thuongmai University, Hanoi, VietnamAbstractThe study aims to assess the factors affecting the successful implementation of customer relationship management (CRM), as well as the relationship between the successful implementation of CRM and customer loyalty, in 3-to-5-star hotels in Vietnam. The study carried out integrating 3 theories RBV, RM and CM to identify the main components of CRM: human resources, technology and processes. On that basis, the article has identified 6 factors affecting successful CRM implementation in relation to the main components of CRM including: senior leaders’ commitments, CRM strategies, business procedures, hotel culture, technology infrastructure and database. By survey with a total sample size of 396 questionnaires. The participants included executive managers, vice directors, head of departments and head of divisions 3–5 star hotels in Hanoi, Ho Chi Minh City and Da Nang – 3 tourist cities of Vietnam in the list of 10 best cities in Southeast Asia. They were directly engaged in the management and execution of hotel operations, including CRM implementation. Upon being filtered, the data was analyzed by a Cronbach’s Alpha coefficient, regression analysis, and hypothesis testing to measure the impact level of the factors affecting the successful implementation of CRM, and the relationship between the successful implementation of CRM and customer loyalty. The findings obtained indicate that all 6 factors have a positive impact on the successful implementation of CRM, and the successful implementation of CRM has a positive and significant impact on customer loyalty. Additionally, theoretical and practical implications were proposed to help managers of 3-to-5-star hotels in Vietnam gain a better understanding of the importance of resources, so as to make the best preparations before implementing CRM and building customer loyalty. Further research orientations were also presented.https://www.tandfonline.com/doi/10.1080/23311886.2024.2316062CRMloyaltyhotelsPier Luigi Sacco, Humanities, IULM University, Milano, ItalyCustomer Relationship Management (CRM)Asian Business |
| spellingShingle | Nguyen Viet Thai Bui Thi Quynh Trang Nguyen Le Dinh Quy Nguyen Thi Quynh Huong Vu Thi Thu Huyen Factors affecting the successful implementation of customer relationship management in 3-to-5-star hotels in Viet Nam Cogent Social Sciences CRM loyalty hotels Pier Luigi Sacco, Humanities, IULM University, Milano, Italy Customer Relationship Management (CRM) Asian Business |
| title | Factors affecting the successful implementation of customer relationship management in 3-to-5-star hotels in Viet Nam |
| title_full | Factors affecting the successful implementation of customer relationship management in 3-to-5-star hotels in Viet Nam |
| title_fullStr | Factors affecting the successful implementation of customer relationship management in 3-to-5-star hotels in Viet Nam |
| title_full_unstemmed | Factors affecting the successful implementation of customer relationship management in 3-to-5-star hotels in Viet Nam |
| title_short | Factors affecting the successful implementation of customer relationship management in 3-to-5-star hotels in Viet Nam |
| title_sort | factors affecting the successful implementation of customer relationship management in 3 to 5 star hotels in viet nam |
| topic | CRM loyalty hotels Pier Luigi Sacco, Humanities, IULM University, Milano, Italy Customer Relationship Management (CRM) Asian Business |
| url | https://www.tandfonline.com/doi/10.1080/23311886.2024.2316062 |
| work_keys_str_mv | AT nguyenvietthai factorsaffectingthesuccessfulimplementationofcustomerrelationshipmanagementin3to5starhotelsinvietnam AT buithiquynhtrang factorsaffectingthesuccessfulimplementationofcustomerrelationshipmanagementin3to5starhotelsinvietnam AT nguyenledinhquy factorsaffectingthesuccessfulimplementationofcustomerrelationshipmanagementin3to5starhotelsinvietnam AT nguyenthiquynhhuong factorsaffectingthesuccessfulimplementationofcustomerrelationshipmanagementin3to5starhotelsinvietnam AT vuthithuhuyen factorsaffectingthesuccessfulimplementationofcustomerrelationshipmanagementin3to5starhotelsinvietnam |