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the impact( positive and negative) on the customer relationship management in the hospitality and tourism - Essay Example
Pages 4 (1004 words)
The Impact of the Customer Relationship Management in the Hospitality and Tourism Name: Course: Lecturer: Date: Introduction In recent times, companies have embraced several ways of retaining the existing clients as well as sourcing for new business. Due to competition among the service providers in the tourism and hospitality industries, companies seem to focus on establishing a good relationship with the existing customers to ensure repeat business…
221) stated that CRM has many definitions depending on different people and their industry and in most cases it is also referred to as relationship marketing. CRM can be defined as a marketing method that allows a company or an organization to use its available resources to establish a lasting relationship with customers, thus gaining a competitive advantage compared to its competitors (Mohammed & Rashid 2012, p.221). It can also be defined as a method of retaining clients using after sales strategies. CRM, if properly implemented, can be suitable for the hospitality and tourism industry considering that hotels and other industry players get lots of information regarding their clients. An effective CRM programme should ensure that the customers get the best experience, decrease management cost, source new customers and increase profitability (Sotoudeh 2006, p.1). This paper will critically look at the impact of the customer relationship management in the hospitality and tourism. Advantages Marketing CRM is an activity that helps to source for customers and retaining them (Ku 2010, p. 1085). ...
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