Sell honestly, never sell your honesty: corporate reputation management and revenue management

Abstract

The main objective of this paper is to examine the link between CRM and RevM in the context of hospitality industry in order to establish where, how and why RevM may affect corporate reputation with particular attention paid to the emerging and rapidly growing area of reputation risk management. It seeks answers to two key questions: whether or not there is a link between corporate reputation and revenue management, and how RevM practice may affect corporate reputation, and vice versa. More specifically, this study examines whether the negative effects of sales-driven RevM practice has had on customer relationships, such as unfair perception, reduced relationship stability and mistrust relating to the company, could lead to any corporate reputation risks