Electronic customer relationship management framework for Game Parks in Zimbabwe

Theo Tsokota, Gilbert Mahlangu, Muchaneta Enipha Muruko and Colletor Tendeukai Chipfumbu Kangara

African Journal of Science, Technology, Innovation and Development, 2022, vol. 14, issue 5, 1184-1195

Abstract: Electronic customer relationship management (e-CRM) is acknowledged today as an obligatory concept of customer relationship management in the world of services. However, there is a lack of any clear e-CRM framework for Game Parks in Zimbabwe. Consequently, this study’s primary objective is to address a gap existing in research to gain an appreciation of the underlying reasons affecting the adoption of available e-CRM technologies and uncover prevalent trends in Game Parks in Zimbabwe. Accordingly, the study deployed a qualitative research case study design used within a design science research framework. Thematic analysis was used to analyze data. Findings show that the studied Game Parks still use peripheral e-CRM tools at the pre-, during and post-visit stages. This was mainly due to the following; lack of financial resources, lack of employee buy-in, management domination by individuals without full knowledge of electronic tools, and customer ignorance. Consequently, results were synthesized into a framework that two experts evaluated. This study is crucial as it provides new insights on how e-CRM can be implemented for Game Parks, especially in Zimbabwe. The study augments knowledge in the field of e-CRM for Game Parks, especially in developing countries like Zimbabwe.

Date: 2022
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DOI: 10.1080/20421338.2021.1938797

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