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

Wang, Lorna (2011) 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
Divisions :	Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :	Name Email ORCID Wang, Lorna lorna.wang@surrey.ac.uk
Date :	29 October 2011
DOI :	10.1016/j.ijhm.2011.10.005
OA Location :	https://repository.uwl.ac.uk/id/eprint/1456/
Uncontrolled Keywords :	Customer relationship management; Revenue management; Yield management; Management conflicts; Hotels; UK
Depositing User :	Melanie Hughes
Date Deposited :	16 Oct 2018 13:48
Last Modified :	16 Oct 2018 13:48
URI:	http://epubs.surrey.ac.uk/id/eprint/849688

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