search query: @author Hu, C. / total: 8
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| Author: | Bai, B. Hu, C. Jang, S. |
| Title: | Examining e-relationship marketing features on hotel websites |
| Journal: | Journal of Travel & Tourism Marketing
2006 : VOL. 21:2/3, p.33-48 |
| Index terms: | relationship marketing regression analysis |
| Freeterms: | hotel companies lodging industry website features |
| Language: | eng |
| Abstract: | This paper provides an in-depth e-RM literature review and discusses practical marketing implications. This study developed and tested a progressive five-level e-Relationship marketing (e-RM) model. E-RM web features of the top 127 hotel companies were examined. The results indicate that the hotel companies in the study did not extensively utilize higher-level (Accountable, Proactive, and Partnership) e-RM features on their websites although they employed many lower-level (Basic and Reactive) features. The study also reveals that the extent to which a hotel company employed e-RM website features was positively associated with the size of the hotel company but negatively associated with the number of brands held by the company. |
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