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This case study investigates what kind of e-CRM (Customer Relationship Management) execution is effective for customer and enterprise through instances of process and result for CRM in hotel industry. Conducting CRM in a multinational corporation by seeing examples of Walkerhill and Marriott. It is significant for customer and enterprise viewpoints by comparing with the instances of domestic corporations like as Shilla and Paradise. Specially in Paradise's, by looking through the sales and memberships before and after CRM, found out the result is related with the enterprise's CRM enforcement. As using Focus Group Interview (FGI), it offers the opportunity to confirm enterprise's mutual perception map. As shown the results, the enterprises to have high financial result reinforced CRM operation support after introduced CRM. Success depends on how well the employee could follow in accordance with CRM operation. finally, general limit of FGI methods to be qualitative. so proposes a empirical method.


This case study investigates what kind of e-CRM (Customer Relationship Management) execution is effective for customer and enterprise through instances of process and result for CRM in hotel industry. Conducting CRM in a multinational corporation by seeing examples of Walkerhill and Marriott. It is significant for customer and enterprise viewpoints by comparing with the instances of domestic corporations like as Shilla and Paradise. Specially in Paradise's, by looking through the sales and memberships before and after CRM, found out the result is related with the enterprise's CRM enforcement. As using Focus Group Interview (FGI), it offers the opportunity to confirm enterprise's mutual perception map. As shown the results, the enterprises to have high financial result reinforced CRM operation support after introduced CRM. Success depends on how well the employee could follow in accordance with CRM operation. finally, general limit of FGI methods to be qualitative. so proposes a empirical method.


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e-CRM, FGI, Customer Satisfaction, Strategy