THE STATE OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT IN THE MALAYSIAN TOURISM INDUSTRY

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THE STATE OF ELECTRONIC CUSTOMER RELATIONSHIP
MANAGEMENT IN THE MALAYSIAN TOURISM INDUSTRY
Zubaidah Abdul Wahab Nor Laila Md Noor Mardziah
Hj Hashim FTMSK Universiti Teknologi MARA 9th
August 2006
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Agenda

• Background
• Problem Statement
• Research Objective
• Methodology
• Results and Analysis
• Conclusion

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BACKGROUND
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Trend of Web Utilization
E-Commerce Adoption
Shift of consumers to utilize the Web for seeking
information on products
Web is not only utilized as a retail and
marketing channel BUT it can also be used as a
channel to siphon valuable customer information
so as to attract the customers back to the
business web site.
E-Customer Relationship Management
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What is e-CRM?
Electronic customer relationship management
(e-CRM) relates to selling, serving, or
communicating to customers via the web
e-CRM enables service sectors to provide
appropriate services and products to satisfy the
customers so as to retain customer royalty and
enhance customer profitability
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The e-CRM Process
Passive Cookies, Mailing lists, Bulletin boards,
News groups, Virtual reality and simulated
environment
Active Chat rooms forums hosted by sellers,
Internet surveys, Product related discussion
group, Recommender software
Interactive E-mail, Forums, Online focus groups,
Interactive online interview, Survey panels,
Auctions, Online trade shows, Shopping agent
Based on CRM Analytics
Design relevant interaction
Reach every customer where appropriate
Personalize for each customer
Facilitate interaction
TRANSACTION
INFORMATION
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The Tourism Industry Product Creation
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Tourism in Malaysia
Tourism in Malaysia is a government-led industry
and is currently the second biggest foreign
exchange earner
The Malaysian Government has been focusing on
tourism to drive the national economy and has
embarked on trade missions and International
promotions to promote Malaysia as a holiday
destination
Complementary effort to promote Malaysia through
the Internet is duly encouraged
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Problem Statement
The state of e-CRM adoption within the Malaysian
tourism and hospitality industry is unknown.
Research Objective
The objective of this study is to determine the
state of e-CRM adoption in the Malaysian tourism
and hospitality web sites.
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Methodology
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Research Method
Systematic content analysis of 168 Malaysian
tourism websites
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Research Method (cont)

• Source
• Google search hit lists
• Websites obtained from the Malaysian
  Association of Hotel owners portal,
  www.maho.org.my
• Malaysia Central (a one stop starting point to
  thousands of Malaysian online destination) -
  www.mycen.com.my/
• Kuala Lumpur Tourism Portal, www.kualalumpur.gov
  .my/

• 2 independent observers
• Three phases of observation are used to allow
  for website stability.
• 1st period August to November 2004,
• 2ndperiodJune to September 2005 an
• 3rdperiodJanuary 2006 to March 2006.

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Framework For Analysis - e-CRM Features for Each
Stage of Adoption
Framework based on the e-MICA model the MCR-BM
model
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RESULTS ANALYSIS
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Formulation of e-CRM Level of Adoption Based
Weightage Scheme
PL Provision_low ? low_infoi ,/ n , i 1
to n PH Provision_high ? low_infoi, /m , i
1 to m Int Interact ? interact_infoi , / k
, i 1 to k Trn Transact ?
transact_infoi / p , i 1 to p e-CRM
Merit Provision _low x 1 Provision _high x 2
Interact x 3 Transact x 4
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e-CRM level Weighted Total
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E-CRM Level Among the Malaysian Tourism Industry
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E-CRM Adoption Stage Amongst the Tourism Sectors
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Conclusion

• An evaluation framework to determine the e-CRM
  states was developed
• E-CRM state of the websites of tourism suppliers
  of products and services is still low
• Majority of the tourism websites only support
  passive active provision of information

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Reference

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