Impact of Electronic Guest Relationship Management (e-GRM) on Brand Loyalty: The Case of Croatian Hotels
Quick adoption of e-business and emerging influence
of “Electronic Word of Mouth e-WOM” communication on guests
made leading hotel brands successful examples of electronic guest
relationship management. Main reasons behind such success are well
established procedures in collection, analysis and usage of highly
valuable data available on the Internet, generated through some form
of e-GRM programme. E-GRM is more than just a technology
solution. It’s a system which balance respective guest demands, hotel
technological capabilities and organizational culture of employees,
discharging the universal approach in guest relations “same for all”.
The purpose of this research derives from the necessity of
determining the importance of monitoring and applying e-WOM
communication as one of the methods used in managing guest
relations. This paper analyses and compares different hotelier’s
opinions on e-WOM communication.
[1] F. Reichheldi W. Sasser, "Zero Defection: Quality comes to service,"
Harvard Business Review, September-October, pp. 105-111, 1990.
[2] P. Tuominen, "Managing Brand Equity," The Finish Journal of Business
Economics, vol. 1, pp. 65-100, 1999.
[3] Y. Odin, N. Odin i P. Valette - Florence, "Conceptual and Operational
Aspects of Brand Loyalty: An Empirical Investigation," Journal of
Business Research, vol.53(2), pp. 75-84, 2001.
[4] C. Enz, "What keeps you up at night?," Cornel Hotel and Restaurant
Administration Quarterly,vol. 42(2), pp. 38-45, 2001.
[5] K. Jooyung, J. Morris i J. Swait, "Antecedents of true brand loyalty,"
Journal of Advertising, vol.37(2), pp. 99-117, 2008.
[6] D. Van den Brink, G. Odekerken-Schröderi P. Pauwels, "The effect of
strategic and tactical cause – related marketing on consumers brand
loyalty," Journal of Consumer Marketing, vol. 23(1), pp. 15-25, 2006.
[7] E. Dichter, "How word-of-mouth advertising works," Harvard Business
Review, November, pp. 131-144, 1966.
[8] S. Litvin, R. Goldsmith i B. Pan, "Electronic word of mouth in
hospitality and tourism management," Tourism management, vol. 29(3),
pp. 458 - 468, 2008.
[9] P. U. Nyer, "A study of the relationships between cognitive appraisals
and Consumption Emotions," Journal of the Academy of Marketing
Science, vol. 25(4), pp. 296-304, 1997.
[10] R. Neelameghami D. Jain, "Consumer choice process for experience
goods: An econometric model and analysis," Journal of Marketing
Research, vol. 36(3), pp. 373-386, 1999.
[11] E. Katz i P. Lazarsfeld, Personal influence: The part played by people in
the flow of mass communications, New York: The Free Press, 1955.
[12] T. Gruen, T. Osmonbekovi A. Czaplewski, "eWOM: The impact of
customer-to-customer online know-how exchange on customer value
and loyalty," Journal of Business Research, vol 59, p. 449 – 456, 2006.
[13] S. Senecali J. Nantel, "The influence of online product recommendations
on consumers’ online choices," Journal of Retailing, vol. 80, pp. 159-
169, 2004.
[14] P. Verhoef, W. Reinartzi M. Kraft, "Customer Engagement as a New
Perspective in Customer Management," Journal of Service Research,
vol. 13(3), pp. 247-252, 2010.
[15] M. Meuter, D. McCabe i J. Curran, "Electronic Word-of-Mouth Versus
Interpersonal Word-of-Mouth: Are All Forms of Word-of-Mouth
Equally Influential?," Services Marketing Quarterly, vol. 34(3), pp. 240-
256, 2013.
[16] http://www.blizzardinternet.com/5963/hotel-reviews-infographic/#
more-5963 (21/08/2014).
[17] S. Robinette, C. Brand i V. Lenz, Emotion Marketing: The Hallmark
Way of Winning Customers for Life, New York: MCGraw-Hill, 2001.
[18] R. J. Barani R. J. Galka, CRM: The Foundation of Contemporary
Marketing Strategy, New York: Routledge, 2013.
[19] F. Newell, Why CRM Doesn’t work: How to Win By Letting Customers
Manage the Relationship, Princeton: Bloomberg Press, 2003.
[20] D. Aaker, Managing Brand Equity: Capitalizing on the Value of a Brand
Name, New York: Free Pass, 1991.
[21] L. De Chernatonyi R. Dall´Olmo, "Defining a „Brand“: Beyond the
Literature with Experts´ Interpretations," Journal of Marketing
Management, vol. 14(8), pp. 417-443, 1998.
[22] L. Lee-Kelley, D. Gilbert i R. Mannicom, "How e-CRM can enhance
customer loyalty," Marketing Intelligence & Planning, vol. 21(4), pp.
239-248, 2003.
[23] A. Tag-Eldeen, "Assessment of electronic word of mouth on costumer’s
purchasing decisions of hospitality services in Egypt" in Proc. 2nd
Advances in Hospitality and Tourism Marketing &Management
Conference, Greece, 31st May- 3rd June 2012.
[1] F. Reichheldi W. Sasser, "Zero Defection: Quality comes to service,"
Harvard Business Review, September-October, pp. 105-111, 1990.
[2] P. Tuominen, "Managing Brand Equity," The Finish Journal of Business
Economics, vol. 1, pp. 65-100, 1999.
[3] Y. Odin, N. Odin i P. Valette - Florence, "Conceptual and Operational
Aspects of Brand Loyalty: An Empirical Investigation," Journal of
Business Research, vol.53(2), pp. 75-84, 2001.
[4] C. Enz, "What keeps you up at night?," Cornel Hotel and Restaurant
Administration Quarterly,vol. 42(2), pp. 38-45, 2001.
[5] K. Jooyung, J. Morris i J. Swait, "Antecedents of true brand loyalty,"
Journal of Advertising, vol.37(2), pp. 99-117, 2008.
[6] D. Van den Brink, G. Odekerken-Schröderi P. Pauwels, "The effect of
strategic and tactical cause – related marketing on consumers brand
loyalty," Journal of Consumer Marketing, vol. 23(1), pp. 15-25, 2006.
[7] E. Dichter, "How word-of-mouth advertising works," Harvard Business
Review, November, pp. 131-144, 1966.
[8] S. Litvin, R. Goldsmith i B. Pan, "Electronic word of mouth in
hospitality and tourism management," Tourism management, vol. 29(3),
pp. 458 - 468, 2008.
[9] P. U. Nyer, "A study of the relationships between cognitive appraisals
and Consumption Emotions," Journal of the Academy of Marketing
Science, vol. 25(4), pp. 296-304, 1997.
[10] R. Neelameghami D. Jain, "Consumer choice process for experience
goods: An econometric model and analysis," Journal of Marketing
Research, vol. 36(3), pp. 373-386, 1999.
[11] E. Katz i P. Lazarsfeld, Personal influence: The part played by people in
the flow of mass communications, New York: The Free Press, 1955.
[12] T. Gruen, T. Osmonbekovi A. Czaplewski, "eWOM: The impact of
customer-to-customer online know-how exchange on customer value
and loyalty," Journal of Business Research, vol 59, p. 449 – 456, 2006.
[13] S. Senecali J. Nantel, "The influence of online product recommendations
on consumers’ online choices," Journal of Retailing, vol. 80, pp. 159-
169, 2004.
[14] P. Verhoef, W. Reinartzi M. Kraft, "Customer Engagement as a New
Perspective in Customer Management," Journal of Service Research,
vol. 13(3), pp. 247-252, 2010.
[15] M. Meuter, D. McCabe i J. Curran, "Electronic Word-of-Mouth Versus
Interpersonal Word-of-Mouth: Are All Forms of Word-of-Mouth
Equally Influential?," Services Marketing Quarterly, vol. 34(3), pp. 240-
256, 2013.
[16] http://www.blizzardinternet.com/5963/hotel-reviews-infographic/#
more-5963 (21/08/2014).
[17] S. Robinette, C. Brand i V. Lenz, Emotion Marketing: The Hallmark
Way of Winning Customers for Life, New York: MCGraw-Hill, 2001.
[18] R. J. Barani R. J. Galka, CRM: The Foundation of Contemporary
Marketing Strategy, New York: Routledge, 2013.
[19] F. Newell, Why CRM Doesn’t work: How to Win By Letting Customers
Manage the Relationship, Princeton: Bloomberg Press, 2003.
[20] D. Aaker, Managing Brand Equity: Capitalizing on the Value of a Brand
Name, New York: Free Pass, 1991.
[21] L. De Chernatonyi R. Dall´Olmo, "Defining a „Brand“: Beyond the
Literature with Experts´ Interpretations," Journal of Marketing
Management, vol. 14(8), pp. 417-443, 1998.
[22] L. Lee-Kelley, D. Gilbert i R. Mannicom, "How e-CRM can enhance
customer loyalty," Marketing Intelligence & Planning, vol. 21(4), pp.
239-248, 2003.
[23] A. Tag-Eldeen, "Assessment of electronic word of mouth on costumer’s
purchasing decisions of hospitality services in Egypt" in Proc. 2nd
Advances in Hospitality and Tourism Marketing &Management
Conference, Greece, 31st May- 3rd June 2012.
@article{"International Journal of Business, Human and Social Sciences:69978", author = "Marina Laškarin and Vlado Galičić", title = "Impact of Electronic Guest Relationship Management (e-GRM) on Brand Loyalty: The Case of Croatian Hotels", abstract = "Quick adoption of e-business and emerging influence
of “Electronic Word of Mouth e-WOM” communication on guests
made leading hotel brands successful examples of electronic guest
relationship management. Main reasons behind such success are well
established procedures in collection, analysis and usage of highly
valuable data available on the Internet, generated through some form
of e-GRM programme. E-GRM is more than just a technology
solution. It’s a system which balance respective guest demands, hotel
technological capabilities and organizational culture of employees,
discharging the universal approach in guest relations “same for all”.
The purpose of this research derives from the necessity of
determining the importance of monitoring and applying e-WOM
communication as one of the methods used in managing guest
relations. This paper analyses and compares different hotelier’s
opinions on e-WOM communication.", keywords = "Brand loyalty, e-WOM communication, GRM
programmes.", volume = "9", number = "5", pages = "1653-5", }
