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This study analyses the evolution of the hotel sector using electronic customer relationship management (e-CRM) for operational effectiveness and customer engagement. The research is constructed from published research papers from 2010–2024. The study investigates the implementation of the e-CRM, its impact on customer retention and revenue management and challenges faced by the hotel sector in implementing the e-CRM. The results show that the adoption of e-CRM enhances effective usefulness, quality of service, and pricing strategy. However, the study provides theoretical and practical implications for stakeholders to overcome the challenge and recommends future researchers to work on strengthening the e-CRM with AI, IoT and big data.

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Electronic Customer Relationship Management in the Hotel Industry (e-CRM): Systematic Literature Review

  • 章节

  • 发表日期：

    2026年

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  • D. Vijayalakshmi,
  • D. Divya,
  • S. Jayashree

摘要

This study analyses the evolution of the hotel sector using electronic customer relationship management (e-CRM) for operational effectiveness and customer engagement. The research is constructed from published research papers from 2010–2024. The study investigates the implementation of the e-CRM, its impact on customer retention and revenue management and challenges faced by the hotel sector in implementing the e-CRM. The results show that the adoption of e-CRM enhances effective usefulness, quality of service, and pricing strategy. However, the study provides theoretical and practical implications for stakeholders to overcome the challenge and recommends future researchers to work on strengthening the e-CRM with AI, IoT and big data.