State-of-the-art social customer relationship management

Irene Cheng Chu Chan, Davis Ka Chio Fong, Rob Law, Lawrence Hoc Nang Fong

Research output: Journal article publicationJournal articleAcademic researchpeer-review

12 Citations (Scopus)


The rise of social media challenges the traditional notion of customer relationship management (CRM) and has led to the emergence of social CRM. This study collected and content-analyzed recent literature along the intersection between social media and CRM, to present an overview of the social CRM research in tourism and hospitality. Findings indicate that most studies focus on the context of hotel and restaurant. These studies lack a solid theoretical underpinning and tend to adopt qualitative research methods. Five research themes are identified from supply-focused research, while two themes are observed from demand-focused research. Overall, uneven attention has been paid by researchers in the field, with more emphasis on supply than on demand sides. According to the findings of the literature review, a conceptual framework and a research agenda are presented. Theoretical and practical implications to the tourism and hospitality industry are also discussed.

Original languageEnglish
Pages (from-to)423-436
Number of pages14
JournalAsia Pacific Journal of Tourism Research
Issue number5
Publication statusPublished - 4 May 2018


  • CRM
  • customer relationship management
  • review
  • Social CRM
  • social media
  • state-of-the-art

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

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