Luck, Diana and Stephenson, Marcus (2009) An Evaluation of the Significant Elements of Customer Relationship Management within the Hotel Industry. Tourism Today, 9 . pp. 7-26. ISSN 1450-0906
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Abstract
The topic of Customer Relationship Management (CRM) has been widely studied, especially
in terms of its conceptual alignment with opportunities to retain customers and stimulate
long-term business success. However, there still appears to be a paucity of coverage about
these practices in the hotel industry. By discussing the implications of Database Management,
this paper deliberates on the quintessential processes associated with successful CRM
structures and practices. The paper additionally attempts to illustrate how Customer Relationship
Management is particularly pertinent to the hotel industry; a signifi cant sector within
the tourism industry. It emphasises the close alignment between the dynamics of the hotel
industry and the fundamental principles of CRM. Critical attention fi nally focuses on identifying
specifi c strategies and tactics which the hotel industry has adopted with the help of
technology.
| Item Type: | Journal Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Business and Economics (FBE) > School of Tourism and Hospitality Management |
| Depositing User: | Fulori Nainoca - Waqairagata |
| Date Deposited: | 01 Feb 2016 22:40 |
| Last Modified: | 01 Feb 2016 22:40 |
| URI: | https://repository.usp.ac.fj/id/eprint/8690 |
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