The Impact of e-Customer Relationship Marketing in Hotel Industry

Samanta, Irene

doi:10.1007/978-3-642-04757-2_52

Cited by 12 publications

(5 citation statements)

References 19 publications

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“…Also, relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication (Samanta I., 2009). Thus, relationship marketing is about forming long-term relationships with customers.…”

Section: Analysis Of Recent Researches and Publicationsmentioning

confidence: 99%

Value of Relationship Marketing in Hospitality

Boiko¹,

Vedmid²,

Romanchuk³

2020

Матеріали Міжнародної Науково-Практичної Конференції

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The article discusses relationship marketing concept which becomes the dominant marketing paradigm and subject of many marketing researches. Relationship marketing becomes more popular in many marketing areas such as service marketing, marketing research, customer behaviour, international marketing, strategic marketing, direct marketing etc. Applying relationship marketing in service sector is presented. The authors elaborate on the opinion that client's satisfaction and loyalty to the company for long time., as a major trend in the process of transformation of social development, has led not only to development of new business models and offering non-standard solutions. The authors substantiate a scientific position on understanding the benefits of relationship marketing including a high return on investment, getting great reviews, getting an honest perspective on business decisions, improving returns on campaigns. The article presents the market model helps the organization to study about the stakeholders and key market domain that may be important to them.

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Section: Analysis Of Recent Researches and Publicationsmentioning

confidence: 99%

Value of Relationship Marketing in Hospitality

Boiko¹,

Vedmid²,

Romanchuk³

2020

Матеріали Міжнародної Науково-Практичної Конференції

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“…Recent studies in Greece, show that tourism firms have low adoption rates of e-CRM 2.0 (Sigala, 2011), while hotels did not seem to apply many of the relationship marketing strategies due to difficulties in staff training (Samanta, 2009), although tourism firms have understood the importance of using e-CRM to implement their marketing strategies.…”

Section: E-crm In Tourism Industrymentioning

confidence: 99%

E-CRM dilemmas in developing markets: The case of a tourism company in Serbia

Kapoulas¹,

Ratkovic²

2015

EJTR

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This paper explores introduction of e–Customer Relationship Management in the tourism services industry in Serbia. By using a case study methodology, this paper reflects the attitudes of top management in Serbia’s biggest tourist agency regarding e-CRM implementation, where five top managers were interviewed, starting from general director, down to regional directors. Findings indicate that managers of this particular company are divided into two groups, based mostly on their age, but also based on their educational background. In this study, key informant interviews were conducted with the General Director, Commercial Director, Marketing Director, Product and Sales Manager and Turkish and Alpine Department Manager. They were identified as the key decision makers in the process of adoption of e-CRM at the “Alpha” tour operator. Same number of interviewees was used by Kothari et al. (2007) in their study regarding the process of adoption of an e-Procurement technology in a hotel company. As a result, most managers agreed that online customization of the arrangements, as an investment, would create only a niche market; and by niche market they mean a small market segment that is not worth spending money on.

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“…Various issues such as startup costs, tools, and intercessional collaboration are issues that are known as CRM operational damage [5]. Sometimes, the difficulty of training employees is one of the issues that affects customer relationship management and is a major contributor to injury and failure [11]. Nevertheless, the importance and position of customers for the organization and their expectations are such that organizations, despite the high level of damage in implementing CRM strategy, still have a great desire to implement customer relationship management.…”

Section: Introductionmentioning

confidence: 99%

Providing a model for pathology customer relationship management strategy (CRM) in adaptive enterprise business

Ahad¹,

baygi²,

Golnezhad³

et al. 2020

World J. Adv. Res. Rev.

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Customer relationship management is one of the most important strategies that enables the organization to achieve its goals through long-term, profitable relationships with its customers. But many organizations are struggling to realize this strategy. Having a long-term perspective requires that organizations with a strategic approach to the topic seek pathology and address the problems associated with the incorrect use of this strategy. This research, which is an attempt to solve this problem, presents a comprehensive CRM pathology model using an adaptive approach. For this purpose, the main factors and sub factors influencing the realization of CRM strategy were determined by descriptive method and using interviews and questionnaires as measuring tools and categorization. Then, using confirmatory factor analysis and T Student and Friedman tests with SPSS software, the accuracy and effectivenessof these factors and their ranking were verified. Finally, by matching the research results, a conceptualinnovative model was presented to help organizations recognize, pay close attention to and accurately address these factors in helping to realize the CRM strategy.

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The Impact of e-Customer Relationship Marketing in Hotel Industry

Cited by 12 publications

References 19 publications

Value of Relationship Marketing in Hospitality

Value of Relationship Marketing in Hospitality

E-CRM dilemmas in developing markets: The case of a tourism company in Serbia

Providing a model for pathology customer relationship management strategy (CRM) in adaptive enterprise business

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