Análisis del impacto de los factores personales en la implantación de los sistemas CRM en el sector hoteleroefectos moderadores de las características individuales y organizativas

Abstract

The Customer Relationship Management (CRM) systems are considered as strategic powerful tools in the hotel sector, whereas differentiation actions are more feasible for those establishments that may develop long-term relationships with their customers. Nevertheless, the success of these systems depends not only on the technology selection itself, but also there are many other closely linked influential factors. Based on the UTAUT model, developed by Venkatesh, Morris, Davis and Davis (2003), this work focus on the analysis of human factors as key elements in achieving the objectives for which CRM systems are implemented. In addition, adopting a contingent approach, we also include in the study the analysis of the moderating effect of some personal characteristics of the professionals involved in the implementation as well as some internal organisational characteristics.