Periódico: Revista Internacional de Turismo y Empresa
Fonte: INTERNATIONAL JOURNAL OF TOURISM, BUSINESS AND TERRITORY; Vol. 2, Núm. 1 (2018); 21-42
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Resumo: Managing customer relationships through collaborative digital environments has resulted in social CRM (SCRM). The SCRM emerges as a new business strategy that use 2.0 platforms. Doing so, organization will better manage their customers to be able to listen, meet and anticipate any need that may be required in order to maintain long-term relationships and loyalty. This research explores the importance of SCRM in companies linked to tourism in Gran Canaria (Canary Islands, Spain). For that, an exploratory investigation was carried out through in-depth interviews with executives of leading companies in this sector. The results indicate that SCRM is an issue of great interest and novelty, although scarcely implemented in a strategic and operational way among tourist companies. Knowing its impact on organizational performance is a challenge for research and for practice.
