Key Issues in the Implementation of Electronic Customer Relationship Management in the Australian Hospitality and Tourism Sector

Tourism is a dynamic part of our economy. The global hospitality and tourism industry, which blends the lodging, food, attractions, cultural, and travel industries, is the world's largest industry with $4.5 trillion in expenditures generating 212 million jobs. Dynamic market forces such as global competition, changing customer expectations, and new communication technology—combined with career challenges due to ongoing industry consolidation and corporate restructuring—mandate continuous learning and the sharing of ideas

Investigating factors affecting adoption of eCRM in the Australian service industry

© 2015 by IGI Global. All rights reserved. In order to grow and survive in a highly competitive market like the service industry, Electronic Customer Relationship Management (eCRM) has become a popular tool for Australian service organizations to attract, manage, and enhance customer relationships. However, due to increased competition and decreased product/services marketing cycle time, managing and building customer relationships have become a challenge for most service organizations. Ineffective eCRM adoption process can result in financial losses for the organizations. Hence, case studies are conducted to identify and examine potential IT costs and risk factors involved in the adoption of eCRM projects. The findings in the chapter provide senior executives with a more realistic insight into dealing with issues and challenges arising from the adoption of eCRM