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The Improved Research of Customer Relationship Management of Sanxiang Mingzhu Hotel

Author: GongWeiWei
Tutor: SunYaoWu
School: Hunan University
Course: Business Administration
Keywords: The Sanxiang Pearl Hotel Customer Relationship CRM Management system
CLC: F719
Type: Master's thesis
Year: 2009
Downloads: 279
Quote: 0
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Abstract


Customer relationship management (Customer Relationship Management, CRM) is a customer-centric marketing ideas and strategies to manage the interaction process , and ultimately improve customer acquisition , customer retention , customer loyalty and customer profitability purpose . CRM with advanced information technology and management thinking , through the reorganization of business processes to integrate customer information resources , and the enterprise's internal customer information and resource sharing , and provide one-on-one personalized service for our customers , improve customer value , improve customer satisfaction , increase enterprise profitability and maintain customer loyalty , attract more customers , and ultimately maximize the profits of the enterprise . On the other hand , the CRM application systems through intelligent analysis of customer characteristics collected information to provide the scientific basis for the business decisions of the enterprise . This article based enterprise management practice and preliminary research , the first on the Sunshine Pearl Hotel information systems and customer relationship management analysis of the inadequacies in the day - to - day customer management process . The need to improve customer relationship management and improvement goals . Design the enterprise customer relationship management improvement program and then the combined enterprise 's own situation and the characteristics of the hotel industry and the introduction of a CRM system . This article focuses on the customer relationship analysis module of the hotel CRM system and mathematical models to design a hotel customer relationship analysis : including hotel customer satisfaction evaluation index system , customer satisfaction calculation and analysis , the hotel 's customer value evaluation system the hotel customer segmentation system. Finally, a key factor for the successful implementation of the improvement program , the implementation of the steps and implementation strategy for the discussion , and strive to be customer-centric , improve customer satisfaction and loyalty , so as to enhance the enterprise's core competitive advantage . The results of this study for the design, development and implementation of hotel customer relationship management system with strong guidance and practical significance . In particular, the design of the hotel industry CRM system , customer relationship analysis indicators to determine and model has certain reference value .

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