Seminar: Integration of Revenue Management and Customer Relation Management: A Case Analysis
With: Markku Vieru (Professor of Accounting, University of Lapland, Multidimensional Tourism Institute (MTI))
26 June 2019, 13h45 – 14h30, C 202, Building II, ISCTE-IUL
Prior research has suggested that there is a dilemmatic encounter in hospitality management between two managerial innovations: revenue management (RM) and customer relation management (CRM) put forward e.g. by (McMahon-Beattie, et al. 2002; Noone et al. 2003). While CRM’s focus is, in short, on the customer relationship, RM focuses on each booking transaction. Prior empirical research has evidenced various reasons why these two managerial approaches are difficult to align in practice (Wang 2012; Quillet et al. 2019). This presentation is motivated by the research initiative expressed by a hospitality company with the goal to analyze and enhance their customer profitability (e.g. Foster et al. 1996). The company has an enterprise resource planning (ERP) system and the project is supported by the researcher’s access to the company database.
Organization: ISTAR-Iscte and BRU-Iscte
