Title: A benchmarking analysis of customer relationship management for international tourist hotels

Authors: Li-Yueh Lee, Ya-Hui Kao, Budhi Handoyo Nugroho

Addresses: Department of International Trade, Kun Shan University of Technology, No. 949, Da Wan Rd., Yung Kang City, Tainan Hsien, 701 Taiwan. ' Department of Business Administration, College of Management, National Cheng Kung University, 1 University Road, 70101 Tainan City, Taiwan ROC. ' Alam Mataram Sejahtera (ALMAS) CV, P. Romo 321 B Rd, Kotagede, D.I. Jogjakarta, Indonesia

Abstract: As consequence of a member WTO, the tourist industry in Taiwan needs to be more competitive and the application of Customer relationship management (CRM) is necessary. The purposes of this study are to verify the key influential factors of CRM dimensions through Data Envelopment Analysis (DEA), and identify the benchmarking group and efficiency level among tourist hotels in Taiwan. The data were obtained from the opinions department managers of 22 tourist hotels in Taiwan. The results indicated that among 22 international tourist hotels in Taiwan, six were the most efficient positions that could be used as the benchmarking partners for other hotels. Five tourist hotels were behind efficient in terms of input and output ratio. Eleven tourist hotels stayed in the middle. The amounts of input slacks for inefficient hotels were also identified.

Keywords: benchmarking; customer relationship management; CRM; DEA; data envelopment analysis; international tourist hotels; enterprise development; tourism; Taiwan.

DOI: 10.1504/IJMED.2009.023659

International Journal of Management and Enterprise Development, 2009 Vol.6 No.3, pp.357 - 375

Published online: 07 Mar 2009 *

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