Title: The customer-centric-marketing (CCM) perspectives in the tourism and hospitality sector: insight from a developing country

Authors: Damene Bogale Datiko

Addresses: Department of Tourism and Hotel Management, Arbaminch University, Arbaminch, +251, Ethiopia

Abstract: The customer-centric-marketing (CCM) approach is a tool that enables marketers to primarily focus on customers than profits. Drawing on the theory of marketing management orientations, this study examines the extent to which employees of tourism and hospitality operations in Ethiopia understand and practice the approach. The study employed a qualitative-exploratory design and collects data from 21 purposely selected informants. The six-step thematic data analysis technique has been used to analyse the data. Findings reveal that only few star-rated hotels fully tune their operations in line with the CCM approach; while restaurants, travel agencies, and event organizers generally appear unaware of it. The operations utilise information communication technology (ICT) primarily for various purposes than for implementing the CCM technique. The current study also identifies the major bottlenecks that hamper the effectiveness of the operations and provides valuable suggestions helpful to mitigate the challenges. It further discusses relevant implications and future directions.

Keywords: marketing management orientations; CCM; customer-centric marketing; product-focused; customer-focused; customer-networking; tourism and hospitality operations; challenges of CCM; hotels; restaurants; travel agents; event organisers.

DOI: 10.1504/IJTP.2024.135429

International Journal of Tourism Policy, 2024 Vol.14 No.1, pp.37 - 53

Received: 10 Aug 2022
Received in revised form: 08 Apr 2023
Accepted: 08 Apr 2023
Published online: 12 Dec 2023 *

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