EXPLORING SOCIAL MEDIA IN THE MANAGEMENT OF RELATIONS WITH CUSTOMERS IN TOURIST COMPANIES

Article Sidebar

PDF (Español (España))
Published: May 1, 2018
DOI: https://doi.org/10.21071/riturem.v2i0.11193
Keywords:
Customer Relationship Management (CRM), Social Customer Relationship Management (SCRM), social media, loyalty, tourism.

Main Article Content

CARMEN DOMÍNGUEZ-FALCÓN
Universidad de Las Palmas de Gran Canaria
MARTA CERDÁN-BES
Universidad Carlos III

Abstract

Managing customer relationships through collaborative digital environments has resulted in social CRM (SCRM). The SCRM emerges as a new business strategy that use 2.0 platforms. Doing so, organization will better manage their customers to be able to listen, meet and anticipate any need that may be required in order to maintain long-term relationships and loyalty. This research explores the importance of SCRM in companies linked to tourism in Gran Canaria (Canary Islands, Spain). For that, an exploratory investigation was carried out through in-depth interviews with executives of leading companies in this sector. The results indicate that SCRM is an issue of great interest and novelty, although scarcely implemented in a strategic and operational way among tourist companies. Knowing its impact on organizational performance is a challenge for research and for practice.

Downloads

Download data is not yet available.

Article Details

How to Cite
DOMÍNGUEZ-FALCÓN, C., & CERDÁN-BES, M. (2018). EXPLORING SOCIAL MEDIA IN THE MANAGEMENT OF RELATIONS WITH CUSTOMERS IN TOURIST COMPANIES. INTERNATIONAL JOURNAL OF TOURISM, BUSINESS AND TERRITORY, 2, 21–42. https://doi.org/10.21071/riturem.v2i0.11193
Issue
Vol. 2, Núm. 1 (2018)
Section
Artículos

Copyright Notices Proposed by Creative Commons

Proposed policy for journals offering deferred open access

Those authors who have publications with this journal, accept the following terms:

1. The authors will retain their copyright and guarantee to the journal the right of first publication of their work, which will be simultaneously subject to the Creative Commons Recognition License CC BY-NC 4.0  (Creative Commons — Attribution-NonCommercial 4.0 International — CC BY-NC 4.0 ) hird parties to share the work provided that its author and its first publication is indicated this journal and no commercial use is made.


2. Authors may adopt other non-exclusive licensing agreements for the distribution of the published version of the work (e.g., deposit it in an institutional telematics file or publish it in a monographic volume) provided that the initial publication is indicated in this journal.


3. Authors are allowed and recommended to disseminate their work over the Internet (e.g. in institutional telematics files or on their website) before and during the submission process, which can produce interesting exchanges and increase citations of the published work. (See The effect of open access: http://opcit.eprints.org/oacitation-biblio.html.