Customer Relationship Management in a Tourism Company
Drushinin, Janita; Kallunki, Suvi (2012)
Drushinin, Janita
Kallunki, Suvi
Tampereen ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201204255036
https://urn.fi/URN:NBN:fi:amk-201204255036
Tiivistelmä
The purpose of this thesis was to study customer relationship management in a tourism company. The aim was to provide external insights of the operations to Lomalinja Oy Tampere, which was chosen as the case company. The overall objective was to selectively combine areas of customer relationship management in order to have a cohesive and successful understanding of the topic.
The data of this study were collected from literature, the internet and by using an open interview. The aim of the interview was to give the respondent freedom in answering questions which support qualitative research approach. The results of the interview were adapted in findings and analysed throughout the thesis. The theoretical section examines customer relationship management and marketing in the field of tourism.
The findings support the original thought that customer relationship management is diversely maintained in the case company. The results also show that it has been possible to stabilize the position of customer relationship management both in the operating area among competitors as well as in the consciousness of customers. Major importance of customer relationship management is an explicit division of its areas that are applied to reach the most profit through the most suitable methods.
Research of customer relationship management is generally done continuously in various types of companies. The results can be used in studies for improving the operations to manage the challenges that a tourism company meets. Further research for the case company is suggested in many areas to monitor its success also in the future.
The data of this study were collected from literature, the internet and by using an open interview. The aim of the interview was to give the respondent freedom in answering questions which support qualitative research approach. The results of the interview were adapted in findings and analysed throughout the thesis. The theoretical section examines customer relationship management and marketing in the field of tourism.
The findings support the original thought that customer relationship management is diversely maintained in the case company. The results also show that it has been possible to stabilize the position of customer relationship management both in the operating area among competitors as well as in the consciousness of customers. Major importance of customer relationship management is an explicit division of its areas that are applied to reach the most profit through the most suitable methods.
Research of customer relationship management is generally done continuously in various types of companies. The results can be used in studies for improving the operations to manage the challenges that a tourism company meets. Further research for the case company is suggested in many areas to monitor its success also in the future.