Systematic review of hospitality CRM research

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

Research output: Journal article publicationReview articleAcademic researchpeer-review

20 Citations (Scopus)


Purpose: This paper aims to comprehensively and systematically review the state of customer relationship management (CRM) research on hospitality and propose future research agenda. Design/methodology/approach: All hospitality-related CRM articles since its introduction as a concept in 1988 were collected. The retrieved articles were then chronologically and thematically analyzed. Findings: Hospitality CRM research has rapidly grown from the initial relationship marketing concept into social CRM. Five research foci were identified, including CRM planning and implementation process, organizational support, technology and tools, customer perspectives and characteristics and outcome and impact. Three potential pitfalls were observed in the existing literature. A comprehensive research framework incorporating the five research domains and three key players was proposed. Practical implications: Hospitality practitioners should take an integrated perspective on the five major domains of CRM and the three key players to ensure that informed decisions can be made. Originality/value: This study contributes to the literature through its qualitative and critical assessment of existing hospitality CRM literature, which can guide future research.

Original languageEnglish
Pages (from-to)1686-1704
Number of pages19
JournalInternational Journal of Contemporary Hospitality Management
Issue number3
Publication statusPublished - 1 Jan 2018


  • CRM
  • Customer relationship management
  • Hospitality
  • Relationship marketing
  • Review

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


Dive into the research topics of 'Systematic review of hospitality CRM research'. Together they form a unique fingerprint.

Cite this