Customer relationship management research in hospitality industry: a review and classification

This study reviews research articles published in the area of Customer Relationship Management (CRM) in the hospitality industry. The aim of this article is to systematically review the entire hospitality CRM literature to identify topical themes and trends. For this systematic literature review, four databases, namely, Elsevier, Emerald Insight, Sage, and Taylor and Francis were chosen to identify the research work published in the said arena. A total of 136 articles with 9900 citations in 46 journals were chosen from the four databases as they contained the relevant articles. These research papers were reviewed and classified based on their year of publication, journal of publication, databases, topics and key themes that emerged over the years. The gaps and trends were also identified to suggest further scope of research.