Home Volume 9
E-mail

E-CRM_dilemmas_in_developing_markets:_The_case_of_a_tourism_company_in_Serbia


Alexandros Kapoulas 1* and Dražen Ratković 2

 

Received: 30/10/2013 Accepted: 24/04/2014

 

1City College International Faculty of the University of Sheffield, 3 Leontos Sofou Str., 54626, Thessaloniki, Greece, Tel.: +30 2310 536544, 528450 (ext.115), Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
2 GR liaison at CEI office in NIS Gazprom-neft, Email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it
* Corresponding author

 

Abstract
 

This paper explores introduction of e–Customer Relationship Management in the tourism services industry in Serbia. By using a case study methodology, this paper reflects the attitudes of top management in Serbia’s biggest tourist agency regarding e-CRM implementation, where five top managers were interviewed, starting from general director, down to regional directors. Findings indicate that managers of this particular company are divided into two groups, based mostly on their age, but also based on their educational background. In this study, key informant interviews were conducted with the General Director, Commercial Director, Marketing Director, Product and Sales Manager and Turkish and Alpine Department Manager. They were identified as the key decision makers in the process of adoption of e-CRM at the “Alpha” tour operator. Same number of interviewees was used by Kothari et al. (2007) in their study regarding the process of adoption of an e-Procurement technology in a hotel company. As a result, most managers agreed that online customization of the arrangements, as an investment, would create only a niche market; and by niche market they mean a small market segment that is not worth spending money on.

 

© 2015 International University College. All rights reserved


Keywords: e-Customer Relationship Management, tourism services, Serbia, case study


Citation: Kapoulas, A. and Ratković, D. (2015). E-CRM dilemmas in developing markets: The case of a tourism company in Serbia.  European Journal of Tourism Research 9, pp. 24-40

Please login first to read fulltext!
 
European Journal of Тourism Research