The noticeable lack of accepted and unified models of Customer Relationship Management generally leads to failures in the implementation of CRM projects, particularly when organizations adopt the limited technology perspective. In an attempt to evaluate the different perspectives of CRM, this...

Customer relationship management (CRM) has currently become one of the most controversial issues and is considered by many marketers as a focal-center in the business field. Previous literature suggest that it is essential for hotels to adopt CRM technologies to help hotel managers improve their...