Technology enabled guest centricity in hospitality

Inversini, Alessandro (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; De Carlo, Manuela (IULM University, Italy) ; Masiero, Lorenzo (The Hong Kong Polytechnic University, Hong Kong)

Customer centricity philosophy puts the customers and not the products at the center of the firms’ concerns. Companies needs to fully commit to customer centricity at all levels from leadership, organization structure, processes and actual performances. This research investigates customer centricity in a services field that is the one of hospitality. Hotels can actually create and in some case cocreate value by putting guests at the center of their daily operations. This is possible thanks to the advent of advanced CRM technologies which enables extreme services personalization and superior guest satisfaction. Thanks to a multiple cases study approach this research investigates four properties where and advanced CRM technology (i.e. hoxell.com) was installed. The systems allowed a complete shift in the firm culture impacting on average guests rating and on guest topics discussed within online reviews.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Publisher:
London, United Kingdom, 2-4 July 2019
Date:
2019-07
London, United Kingdom
2-4 July 2019
Pagination:
9 p.
Published in:
Proceedings of the 52nd Academy of Marketing Conference
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2019-08-19, last modified 2019-10-22

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