FUNCTIONAL INTEGRATION AND SYSTEMS IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT IN HOTEL INDUSTRY: A MULTILEVEL ANALYSIS

Successful customer relationship management (CRM) depend on strategic skills and reflect the sharpness of long-term cooperation and organizational values. The purpose of the study will explore operational and analytical implementation of information system (IS) may lead to market strategy and CRM performances of a hotel. A CRM performance model was formulated by ISs success perspective in the study, and we collected international tourism hotel samples by mailing questionnaire survey in Taiwan. We mailed 232 questionnaires to hotels, of which 151 returned completed questionnaires and we test the model and hypotheses by structural equation modeling (SEM) and multilevel analysis for our research. As this result of the study, the role of IS will transfer from the transaction process system to a strategic supporting role, collecting information is important process to hoteliers, staffs prepare to personalize service for a guest in advance when they have more information about guest. And the capability of leveraging analytics in operations can be a critical differentiator for hotel to stay competitive. As a business discipline, this research could be directed toward helping managers and practitioners decide CRM implementation priority, and improve both business processes and competitiveness through the deployment of a CRM system.