Looking at the challenges and implications of implementing a holistic eCRM strategy some of them are listed below and by further expanding the research in these areas this dissertation can be further improved and developed. This will also take the concept and idea of the impact of an eCRM approach in a 5-star hotel environment to the next level.
The recommended areas of further research that will benefit eCRM studies and the industry are;
- Social media influence metrics and measurements and how they can be valued evaluated.
- How to handle eCRM approaches tailored towards specific cultures or generalized to suit similar culture segments. This is especially interesting for the Asian market and the Golden BRIC countries with such strong cultures, multiple culture, and multiple languages (spoken and written).
- eCRM and social media platforms in the golden BRIC countries. As with the current restriction, political view, language symbols and western culture adoptions this has proven difficult.
- The relationship between different cultures and customer participation, engagement and
- Merging and facilitating E-Commerce and F-Commerce into loyalty programs to increase profitability and potential cross-promotion concepts.
- Further research in how to solve the disconnect between the hospitality and the IT industry.
- The HR and recruitment aspects as well as the pros and cons of adapting the different ways to acquire the competence to implement a holistic eCRM approach like for example if the company chooses to create an eCRM task force
