Award Date

Spring 2015

Degree Type

Professional Paper

Degree Name

Master of Science in Hotel Administration

Department

Hotel Administration

Advisor 1

Billy Bai

Abstract

The advent of technology has changed the course of marketing in both the academic and the business field. Given the increasing number of mobile transactions, hotel companies have launched mobile applications (apps) as an alternative e-relationship marketing (e-RM) channel. This study modified a progressive five-level e-relationship building model. The model was employed to evaluate e-RM features of the top 10 hotel companies’ mobile apps. The results indicated that these hotel companies maintained e-RM feature sophistication at the lower levels (Basic and Reactive), but relatively speaking, they did not utilize e-RM features extensively at the higher levels (Accountable, Proactive and Partnership). The findings implied that hotel companies employed mobile apps as a communication channel to provide basic information and allow for transaction rather than to deliver better customer values and strengthen long-term relationships.

Keywords

Customer relations; e-relationship marketing; Hospitality industry; Hotels; Marketing; Mobile apps; Technology

Disciplines

Business Administration, Management, and Operations | E-Commerce | Hospitality Administration and Management | Marketing | Technology and Innovation

Language

English