A canonical correlation analysis of e-relationship marketing and hotel financial performance

被引：15
|
作者：
Jang, SooCheong [1 ]
Hu, Clark [2 ]
Bai, Billy [3 ]
机构：
[1] Purdue Univ, Dept Hospitality & Tourism Management, 1266 Stone Hall, W Lafayette, IN 47907 USA
[2] Temple Univ, STHM, NLTeC, Philadelphia, PA 19121 USA
[3] Univ Nevada, Tourism & Convent Adm Dept, William F Harrah Coll Hotel Adm, Las Vegas, NV 89154 USA
来源：
TOURISM AND HOSPITALITY RESEARCH | 2006年 / 6卷 / 04期
关键词：
canonical correlation analysis e-relationship marketing; financial performance; hotel companies; profitability; website development;
D O I：
10.1057/palgrave.thr.6050024
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Hotel companies have used their websites to nurture customer relationships. One question is whether or not relationship marketing (RM) pays. The evidence of this empirical study involving 39 top hotel companies indicated a strong canonical correlation between the level of website development in relationship marketing and financial performance. In the proposed threelevel e-relationship marketing 'financial ' model (Basic, Accountable, and Partnership), a significant canonical variate disclosed that the 'basic ' level and the 'partnership ' level were positively correlated to the changes in sales revenue but negatively correlated to net income. This finding may imply that relatively more capital investment is necessary to create basic e-relationships and upgrade online customers to the partnership level than to maintain e-relationships at the 'accountable ' level.
引用
收藏
页码：241 / 250
页数：10
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