Literature Review on Customer Relationship Management of Hotels.

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HOSPITALITY INDUSTRY AND CUSTOMER RELATIONSHIP MANAGEMENT:
The hospitality industry is a broad category of fields within the service industry that includes lodging, restaurants, event planning, theme parks, transportation, cruise line, and additional fields within the tourism industry. The hospitality industry is a several billion dollar industry that mostly depends on the availability of leisure time and disposable income. “CRM”, or Customer Relationship Management, is one of the most important topics in the business world. Its attributes and consequences cannot be disaffirmed. Without proper customer relationship management, there is no way you can build interest and acquire and retain customers to the business, in order to be profitable. CRM features an embryonic reputation and it is getting among the most popular educational as well as useful subjects in the industrial area. Due to the competing atmosphere, it has turn into a niche with regard to a company’s overall performance. Still there is certainly restricted investigation which shows the relationship between CRM and hotels’ overall performance. Consequently this particular research is a try to give a worth conceptual model which describes the actual speculative linkages between CRM and hotel’s performance. This particular research just not explains the connection among CRM and hotel performance, but in addition describes the actual mediation part of promoting/marketing abilities in the relationship. “CRM is never done, it is an ongoing effort.”

The essence of a customer-focused environment is a preliminary indication of how the hotel industry can truly benefit from a strategic and focused approach to CRM. Hotel companies have in evidence had recourse to elements of CRM for a variety of strategic and tactical reasons. It is argued that the success of a strategy depends not only on the ability of a company to identify and understand what its target customers genuinely need and want, but also on the...
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