Periódico: Tourism and Hospitality International Journal
Fonte: Tourism and Hospitality International Journal ; Vol. 7 No. 2 (2016): October 2016 [14th Edition - EE]; 12-37
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Resumo: Through previous studies have defined a set of strategic capabilities in the field of the customer management (CRM) that the hotel SMEs can and should develop in order to optimize their sales. These Strategic Capabilities presuppose improving the management of customer information and the optimum use of direct marketing channels, especially Web 2.0. Marketing channels supported by new technological advances that restructure management operations using a new model of using the software and hardware (Software as a Service - SaaS). In the SaaS data is stored in 'the cloud' and outsourcing and subcontracting services may be offered as an alternative to traditional organizational activities, development and utilization of information technologies and management within the companies themselves. In order to validate the feasibility of its usefulness in hotels and impact that would implement such capabilities in the environment of the hotel SMEs has been considered appropriate to carry out an Experimental Pilot in a limited set of SMEs in Mallorca (Balearic Islands, Spain). This research is a multicase study in which it is tested the CRM created for SMEs. The degree of success in implementing the Experimental Pilot was greatly affected by the specific characteristics of each hotel and their managers.
