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Application Research on CRM in Hotel Industry

Author: LiuZhenDong
Tutor: WangBo
School: Tianjin University
Course: Business Administration
Keywords: Hotel Industry Customer Relationship Management Customer satisfaction Customer Loyalty Service sector
CLC: F719
Type: Master's thesis
Year: 2005
Downloads: 746
Quote: 5
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CRM, customer relationship management , is a concentrated expression of the \It came into being in the business is becoming more competitive, personalized customer requirements more obvious environmental . It in the basis of the use of modern information technology , to make up for the deficiencies of the previous marketing and promoting the company and customers interaction between the mutually beneficial relationship . Its application is mainly concentrated in the telecommunications industry , commercial , retail, financial services and other fields . This review focuses on its application in the hotel industry to explore . China's hotel industry is one of the earliest industries open to foreign investment . However , a fact that can not be ignored is the inefficiency of the hotel industry . Most of the hotels in the development to a certain stage , staff enthusiasm , sales , quality of service can no longer be on a higher level , which further lead to customer loss , lower profits. Faced with this situation , the hotel industry is the introduction of CRM has become inevitable . Firstly, clarify of CRM evolution of the course , and its role in the process of enterprise management . Get aspects of client resources , and to explore ways through the effective integration of the CRM system for the hotel industry customer resources , and access to customer information , and fully shared inside the hotel ; client resources , exploratory analytical CRM further take advantage of client resources , study Linyi, Shandong Ronghua Hotel , for example , using the SWOT analysis , the hotel operating environment and the development of strategic analysis , and expounded the necessity to introduce CRM ; same time , through the customer segmentation and business process reengineering , to guide their marketing and operational strategies to improve the level of sales automation and personalized service , stability, and improve customer retention , increase economic efficiency . This article summarizes some of the experience accumulated by the hotel in the CRM implementation process and also pointed out that the current CRM system remains to be the perfect place . Hope to provide some reference value to the traditional service industries .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > Services sector
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