The Role of Customer Relationship Management In The Operation of Small and Medium Hotels in Mui Ne, Vietnam : The Case of Hung Phuc Mui Ne Hotel
Duong, Dung (2018)
Duong, Dung
Hämeen ammattikorkeakoulu
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018112618205
https://urn.fi/URN:NBN:fi:amk-2018112618205
Tiivistelmä
The customer has always been a core element and source of revenue for any business. It is vital for business operators in every industry including those running small and medium hotels (SMHs)to recognize, measure and manage relationships with customer to preserve and increase the value of customer base. This thesis aims at specifying the importance of customer relationships management for SMHs in Vietnam, which is often forgotten or not invested properly.
The primary focus of the thesis is the Hung Phuc Mui Ne (HPMN), a small typical family-owned hotel in Mui Ne (Vietnam), with basic management and is solely run by a handful of family members.
The research methodology utilized in this thesis are bilingual questionnaires (Vietnamese and English) provided to the service users of the hotel as well as online sources namely magazines, articles, forums and reviews from booking sites.
The current situation and data analysis showed the heavy dependency of HPMN on booking sites and therefore, it is an imperative need that the hotel stand on its own feed and has a solid customer data base.
The recommended general strategies that HPMN should take into consideration in order to establish and maintain excellent relationships with its customers include three major components: Identify the business and the customer strategies, clarify the value offer to customer and leverage the hotel website as a sales and marketing channel.
The primary focus of the thesis is the Hung Phuc Mui Ne (HPMN), a small typical family-owned hotel in Mui Ne (Vietnam), with basic management and is solely run by a handful of family members.
The research methodology utilized in this thesis are bilingual questionnaires (Vietnamese and English) provided to the service users of the hotel as well as online sources namely magazines, articles, forums and reviews from booking sites.
The current situation and data analysis showed the heavy dependency of HPMN on booking sites and therefore, it is an imperative need that the hotel stand on its own feed and has a solid customer data base.
The recommended general strategies that HPMN should take into consideration in order to establish and maintain excellent relationships with its customers include three major components: Identify the business and the customer strategies, clarify the value offer to customer and leverage the hotel website as a sales and marketing channel.