Abstract
To support the emergence of a solid knowledge base for analysing the e-relationship marketing of hotels, a framework has been developed to analyze and categorise the online capabilities of UK based multiunit hotel brands to build customer relationships. The framework was based on the five progressive levels of relationship marketing implementation suggested by Kotler et al (2003). The study found that the exploitation of the internet, as a relational tool, is in its early stages and most brands used the internet to maintain the lowest (basic) level of relationships. On average, the web sites of larger and most visible brands were significantly richer and more advanced. As opposed to previous studies, the managerial structure and the economic class of the investigated brands did not significantly prevent the exploitation of the advanced levels of relationship marketing. Suggestions for future research are also discussed.
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Essawy, M. (2005). Exploring the Presence and Exploitation of E-Relationship Marketing by UK Based Multi-unit Hotel Brands. In: Frew, A.J. (eds) Information and Communication Technologies in Tourism 2005. Springer, Vienna. https://doi.org/10.1007/3-211-27283-6_31
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DOI: https://doi.org/10.1007/3-211-27283-6_31
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-24148-6
Online ISBN: 978-3-211-27283-1