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.
