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Customer knowledge management in the travel industry

Surrey European e-Management School, at the University of Surrey, p.gamble{at}surrey.ac.uk

Melanie Chalder

University of Bristol

Merlin Stone

firm of management consultants

Despite the increasing importance of customer knowledge management, the concept appears to be ill-defined by companies across the travel industry. The aims of this research were twofold: first, to determine how some leading companies within the travel industry were managing their customer relationships; and second, to ascertain how they intended to proceed in a changing market environment. Using a qualitative research approach, semistructured interviews were held with a convenience sample of ten respondent companies. Several major issues were identified, including strategic vision, customer knowledge/needs, and the role of technology. While most respondents acknowledged the strategic importance of customer relationship management, they were found to be struggling, to varying degrees, with its integration into service delivery.

Key Words: Databases • customer relationship management • knowledge management • travel

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