• This study combined two significant areas in marketing, customer relationship management (CRM) and variety-seeking behaviour (VSB), which are paradoxical constructs due to their contradictory intentions. While organisations implement various customer relationship management practices with an intention of retaining customers and generating loyalty, a preference for variety-seeking behaviour can make customers switch. This study investigated the impact of variety-seeking behaviour on generating outcomes of customer relationship management practices in the hotel context, by focusing exclusively on leisure travellers. Even though customer relationship management is widely adopted in the hotel domain, much of its discussions are on implementation related aspects, rather than on the practices that manifest due to CRM implementations. Thus, only a few studies have investigated the effectiveness of CRM from a customer point of view. Numerous factors affecting customer switching behaviour have also been discussed in the hotel literature. Varietyseeking behaviour is identified as a key factor influencing customer loyalty and switching in numerous other services in the tourism domain. However, variety-seeking behaviour in the hotel domain has not received scholarly attention. This study investigated the customer relationship management practices experienced by leisure travellers in their hotel visits. Based on the observations from the literature, and also from studies on variety-seeking behaviour in other contexts, this study explored whether leisure travellers seek variety in the hotel context. Combining the two domains, it then investigated the impact of variety-seeking behaviour on the effectiveness of customer relationship management to generate its outcomes. In turn, it also determined the impact of customer relationship management on influencing the variety-seeking behaviour of leisure travellers. This study adopted a sequential mixed method design. The initial qualitative stage explored the concepts in-depth, and addressed four exploratory research questions. It also generated items to initiate the subsequent quantitative phase, and to generate hypotheses. The quantitative phase involved pilot testing, validating a new measurement scale, testing the hypotheses and making generalisations to a larger population. The qualitative phase involved five focus groups which consisted of 22 participants in total. The quantitative stage involved a survey which consisted of 400 responses. Prior to ()
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  • 2016-06-24 ()
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  • 2015-01-01 ()
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  • Customer relationship management (CRM) of hotels in the context of variety-seeking behaviour (VSB) ()


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