Antecedents of eCRM success in the hospitality industry

Effective electronic customer relationship management (eCRM) has become a crucial strategy and one of the fastest growing management approaches being adopted across many organizations, including the hospitality industry. However, not all organisations succeed in their eCRM initiatives because of their firm’s inherent factors. This study proposes a framework of eCRM success determinants, using the hotel industry in Thailand as a case study. The four dimensions of eCRM are examined as antecedents of successful eCRM implementation. This research also evaluates the relationships among these eCRM dimensions, successful eCRM implementation and a hotel’s performance. To achieve the intended objectives, this study uses structural equation modelling (SEM) to analysis data; the results show the antecedents of eCRM constructs have a significant impact on eCRM success, which in turn positively influences hotel performance.