Developing the Concept of E-Customer Relationship Management Model to Improve Marketing Performance

Abstract

This research aims to prove the variable we have synthesized from several marketing theories, namely Ergo-Iconic service value that can improve marketing performance. This variable is a mediation of the previous research gap between capability of technology and marketing performance. This study was conducted in ten tourism destinations recommended by the Government of Indonesia where the research object was 3-star hotels. The data collection used was Structural Equation Model of 165 respondents, obtained through the questionnaire filled out by hotel managers. The implication of this research is that Ergo-Iconic service value can support the improvement of hotel marketing performance. However, it must be underlined that this study result cannot be generalized to represent all existing hotels. The results suggest the companu to focus on providing service referring to the variable of Ergo-Iconic service value.