El CRM como estrategia de negocio: desarrollo de un modelo de éxito y análisis empírico en el sector hotelero español

• Autores: Aurora Garrido Moreno , Antonio Padilla Meléndez
• Localización: Revista europea de dirección y economía de la empresa, ISSN 1019-6838, Vol. 20, Nº 2, 2011, págs. 101-118
• Idioma: español
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 4 Citas
• Resumen

  • La gestión de relaciones con clientes (CRM) constituye una herramienta clave para la dirección estratégica actual. No obstante, a pesar de la relevancia del concepto �que consideramos como iniciativa estratégica que es posible gracias a las tecnologías de la información (TI)�, sigue sin existir un marco conceptual integrador que guíe a las empresas para implementarla con éxito. Este trabajo aporta ese marco conceptual, así como evidencia empírica sobre la medida en que afectan los factores, considerados de forma conjunta con el éxito de la CRM, medido como mejores resultados de mercado y financieros. La validación empírica de las hipótesis planteadas se ha realizado en el sector hotelero, con una muestra de 153 hoteles españoles. Como principales conclusiones se pueden destacar el efecto mediador que ejercen las variables organizativas con respecto a la influencia de otros factores de mercado, de gestión de conocimiento y tecnológicos en los resultados de la implementación de la CRM, influenciados además por la experiencia previa en la CRM.

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