Customer Relationship in Tourism Industry

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School of sustainable development of society and technology EFO703 Bachelor thesis in Business Administration Business Administration, basic level-300, 15 ESTC-points Supervisor: Angelina Sundström Västerås, 2010-06-04

Customer Relationship in Tourism Industry
--- A case study of Swedish travel agency

Group 2546: Yanfei Yan Jie Yang

Abstract
Title: Customer Relationship in Tourism Industry – A case study on a Swedish Seminar date: 4th of June, 2010 Level: Bachelor thesis in Business Administration, Basic level 300, 15 ECTS Authors: Yanfei Yan, Jie Yang Supervisor: Angelina Sundtröm marketing mix, service quality, customer satisfaction, customer retention. travel agency, Resia.

Subject terms: travel agency, customer relationship management, service Target group: Any travel agency who wants to evaluate their service in order to keep customers’ loyalty and satisfaction, as well as to people who are interesting in CRM in travel business. Purpose: To describe how Resia uses customer relationship management. Methods: This paper is a case study about Resia, and the analysis is based on empirical data collected through four interviews with different employees who work at Resia. Theoretical framework: The theoretical framework is based on relevant literature about financial theories and risk management, including critical articles.

Empiricism: The research is based on interviews with Jenny Björklund, Helena Baggås, two salespeople who work at Resia in Västerås; and Marie karlsson, Marjo.Nikula who work at Resia as sales consultants in Eskilstuna.

Conclusion: Resia has a practical implementation of the theoretical models which are used in this research, and the most important objective is to keep customers in order to build the customer relationship.

Acknowledgement
This Bachelor thesis was written during the spring term of 2010 at Mälardalen University with the Bachelor Program Business Administration. First of all, we would like to pass the gratitude to our supervisor Angelina. Honestly, we could not have finished this study without her valuable advice. She always helped us patiently with good suggestions on an earlier draft of this paper, which inspired us very much. At the same time, Mälardalen University is definitely gratefully acknowledged as well. Secondly, we would like to state our special thanks to our opponents in this study group. Without their cooperativeness, we wouldn’t have done this study; they gave us so many useful comments and information on our paper during each seminar which was necessary for completing our paper. Thirdly, we would like to thank the staffs working in Resia who gave us the opportunity to have the interviews, providing us with helpful information, so that we could gather enough data to do the analysis of the research. Last but not least, we are deeply grateful to our parents who have been encouraging and motivating us throughout our study in Sweden. Without their support spiritually and financially, we could not have finished our study abroad. Thank you sincerely! Yanfei Yan, Jie Yang June, 2010

Table of content
Chapter 1. Introduction ........................................................................................... 1 1.1 Problem Background ............................................................................................ 1 1.2 Problem Discussion .............................................................................................. 2 1.3 Research Questions .............................................................................................. 3 1.4 Purpose ................................................................................................................. 3 1.5 Target Group ......................................................................................................... 3

Chapter 2. Method.................................................................................................................. 4 2.1...
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