Assessing the performance of SiteMinder Channel Manager as a distribution management tool for a medium size hotel chain : Case: GLO Hotels
Truong, Bao (2014)
Truong, Bao
Jyväskylän ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121720274
https://urn.fi/URN:NBN:fi:amk-2014121720274
Tiivistelmä
The study aimed at evaluating the performance SiteMinder Channel Manager in the GLO Hotels’ management process within the seven months of integration. The user’s expectation for the software, its actual performance, and the gaps between these factors were identified. Additionally, possible solutions for bridging the gaps were proposed.
The theoretical background explained the context in which implementing an automated channel manager would be relevant for managing hotels’ distribution channels. A gap in literature about this type of system was also highlighted.
The research is an exploratory case study design and qualitative approaches were used to collect and analyze data. A pilot interview and an assessment interview were conducted with the GLO Hotels revenue management team during October 2014. Besides, observation and artefact analysis took place within the implementation timeframe.
The first finding was an assessment framework for evaluating SiteMinder Channel Manager. Based on this framework, the actual performance of SiteMinder programme was proven to be satisfying. However, some big challenges were identified as potential gaps. These gaps included the integration between SiteMinder and wholesalers, the level of supporting service, the process of setting up new channels and rates, and the capability to provide management information.
For future researchers, generalizing the effect of channel managers in managing distribution channels could be a feasible topic. The other possible direction could be developing a thorough assessment framework for channel managers.
The theoretical background explained the context in which implementing an automated channel manager would be relevant for managing hotels’ distribution channels. A gap in literature about this type of system was also highlighted.
The research is an exploratory case study design and qualitative approaches were used to collect and analyze data. A pilot interview and an assessment interview were conducted with the GLO Hotels revenue management team during October 2014. Besides, observation and artefact analysis took place within the implementation timeframe.
The first finding was an assessment framework for evaluating SiteMinder Channel Manager. Based on this framework, the actual performance of SiteMinder programme was proven to be satisfying. However, some big challenges were identified as potential gaps. These gaps included the integration between SiteMinder and wholesalers, the level of supporting service, the process of setting up new channels and rates, and the capability to provide management information.
For future researchers, generalizing the effect of channel managers in managing distribution channels could be a feasible topic. The other possible direction could be developing a thorough assessment framework for channel managers.