Comparison between hotels and motels using CRM effect model – An empirical study in Taiwan

This study aims to explore the influence of customer relationship management (CRM) on the relationship marketing effect (RME) and business performance (BP) for hotels and motels in Taiwan, and compare the differences between the two. After surveying 224 hotels and 114 motels, the study establish a CRM effect model and finds that the implementation of CRM can have a significant and positive impact on the RME and BP for both types of establishments. However, enterprise type has an interference effect on the intensity of the relationship paths in the CRM effect model. Therefore, different enterprise types should plan CRM strategies that are based on individual advantage, which will not only increase the RME, but also further enhance BP by improving customer relationships.