The dissertation begins with a comprehensive introduction, explaining what the paper is all about and giving a chronological sequence of how the text shall unfold in subsequent sections. Later the author has reviewed the literature in detail that has been utilized and studied to ascertain theories applicable to this scenario and how they are helpful in analyzing the practices being followed by this hotel. The scholarly resources used have been elaborated and theories selected have been explained to give a bird’s eye view to the readers about evidences that already exist regarding the effects CRM has on customer loyalty. An overview of CRM procedures has been provided in this section and correspondingly broad definition has been discussed for customer loyalty. The subsequent section elucidates the methodologies that have been adopted and implemented by the author in conducting the entire research for this dissertation. The procedures carried out have been justified and their planned outcomes have been entailed. The pivotal portion of this dissertation follows where rigorous analysis has been conducted and all related implications have been discussed in detail. Findings have been incorporated along with graphical illustrations. Finally, concluding remarks have been made to close the dissertation with fruitful outcomes, significance of topic has been discussed and recommendations have been made to the hotel’s management in the closing note. Acknowledgments To take this opportunity, I would like to express my thanks to the people who supported me in this research. Firstly, I would like to express my indeed gratefulness to my family and school friends, my mum, dad and my school friends. They motivated and inspired me a lot on achieving my Bachelor Degree. My dad and mum give me the best to make me happy and feel less stress, their love is my biggest motivation and nothing can replace it. Also, I have to thank my school friends as they always help me and inspire me on the study and school life, they have contributed and shared the knowledge and opinion on the study of hospitality industry. Moreover, here I extend my gratitude and biggest gratefulness to Mr. Bradley. It is a great pleasure for me to have Mr. Bradley to be my tutor. Without his guidance and encouragement, I would not be able to complete this dissertation. Therefore, I would like to show my big thank to Mr. Bradley for his supporting. Last but not least, I would like to appreciate the big effort that contributed by Mr. Han, as the front office manager, he arranged the interview for me to investigate the CRM system and understand how CRM is implemented at the Renaissance Beijing Capital Hotel, as well as helped me for distributing questionnaires to the customers at the hotel. Table of Contents List of Tables, Figures and Illustrations Content Page 1.1 Structured Plan ….…………………………………………….………………. 4 2.1 The effect of customer retention ……..……………………………………….. 7 2.2 Four types of CRM definitions …
SEMI-DRAFT DISSERTATION: CRITICAL ANALYSIS OF IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER LOYALTY IN RENAISSANCE BEIJING CAPITAL HOTEL Cheryl Abstract Today, hospitality industry is facing at an intense competition by gaining loyal customer, and under this situation, many companies apply the Customer Relationship Management (CRM) as an effective weapon on acquiring profitable and loyal customers since it can assist the company to identify and analyze the customer’s need and in order to provide a better service/product to the customer…
The paper operates mainly based on research questions which can be stated as follows: What are the important reasons for social media integration with CRM? How has the social media revolution affected CRM? What do customers want in the age of social media and what is possible for business to satisfy customers? How can firms benefit from customer engagement with social media?
The intention of this study is Customer Relationship Management, or CRM, that has many perspectives and definitions that illustrate its fundamental thrust, that of trying to present a holistic strategy for managing customer relationships by getting to know the customers and their needs better, communicating with them more effectively and trying to fulfil these needs
The research objectives are as follow:
To analyse the role of loyalty programs in customer loyalty in HSBC, Barclays and Royal Bank of Scotland
To investigate the impact of customer loyalty on customer retention
To assess the loyalty patterns of customers
To understand the importance of loyalty programs in attracting, retaining and empowering customers
Corporate social responsibility is a method by which many organizations take responsibility for the impact of their activities on customers, communities, shareholders, employers etc. This practice of CSR is more debatable and critics argue that CSR distracts from the fundamental economic role of businesses.
This study aims to determine whether or not Tesco’s Clubcard is effective as a loyalty marketing tool. Based on the research survey results, Tesco’s Clubcard is not effective as a loyalty marketing tool. Since the customer reward programme and special promotion, discount coupons or vouchers are among the least important factors that can affect the customer’s decision on which supermarket to shop, the marketing manager should try to focus on developing and implementing new marketing strategies that can make its customers enjoy added value for their money.
The research and methodology of the project is mainly concerned with the technique and tools used for conducting the research from data collection to understand the behaviour and attitude of the people on the loyalty cards and finding the loyal customers of TESCO in UK.
Contents Acknowledgements 5 Executive Summary 6 1. Introduction 1.1. Introduction 7 1.2. Research Aim 8 1.3. Research Objectives 8 1.4. Significance of the Study 9 2. Literature Review 2.1. Introduction 10 2.2. Consultancy Services in the Middle East 11 2.3.
The spillover effects of the global economic recovery, declining exports and volatile capital flows call for adjusting economic policies (Nasution, 2012). Political uncertainties in advanced economies are responsible for downside risks that continue to loom large.
Reforms in the banking sector have also blurred the lines between banks and non-banks, thereby increasing pressure on banks to perform. Customer experience now defines service quality and poor service quality can push customers to switch service providers.
The current dissertation aims to investigate Marks & Spencer’s relationship marketing strategies and evaluate customers’ attitudes towards it. Marks & Spencer have rebranded themselves with the new ‘Your M&S’ concept and have restyled their advertising campaigns (print, billboard & TV) with for example the successful Twiggy and friends adverts.
69 pages (17250 words)Dissertation
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