Revenue management and CRM via online media: The effect of their simultaneous implementation on hospitality firm performance Peco Torres, Francisco Polo Peña, Ana Isabel Frías Jamilena, Dolores María Revenue Management Customer Relationship Management Market Orientation; Business performance Hospitality firms Hotel chains The study seeks to identify the effects of the simultaneous implementation of Revenue Management and CRM on business performance among hospitality firms and to determine whether Market Orientation constitutes a suitable business culture for fostering this joint approach in the online environment. A quantitative empirical study among chain hotels, based on structural equation modeling, is conducted. The results indicate that the simultaneous implementation of Revenue Management and CRM in the online environment positively influences business performance, and that the adoption of online Market Orientation is an antecedent of the implementation of both of these marketing processes. 2024-03-20T13:37:18Z 2024-03-20T13:37:18Z 2021 journal article Peco-Torres, F., Polo-Peña, A. I., & Frías-Jamilena, D. M. (2021). Revenue management and CRM via online media: The effect of their simultaneous implementation on hospitality firm performance. Journal of Hospitality and Tourism Management, 47, 46-57. https://doi.org/10.1016/j.jhtm.2021.02.004 https://hdl.handle.net/10481/90132 10.1016/j.jhtm.2021.02.004 eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 Internacional Elsevier