Strategic integration of feedback (reputation) mechanism with customer relationship management (CRM) system in the hotel sector

Abstract

The purpose of this paper is to examine and develop a better understanding of reporting service experience in the hotel sector and address the need for effective analysis and communication of online customer feedback. In addition, this paper stresses the value of CRM applications for hotels and how these applications can assist hotel managers in collecting and analyzing feedback reports from their quests. Finally, this paper attempts to propose a conceptual framework with some key modules that a hotel CRM should employ and presents alternatives on how the hotel’s reputation system can have access to outsourcing information