Development of customer relationship management at the four-star superior hotel Aqua Aurelia during the pandemic
Eidukynaite, Geistaute (2022)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022072419299
https://urn.fi/URN:NBN:fi:amk-2022072419299
Tiivistelmä
Relevance of the professional BA thesis. The current unfavorable situation due to the COVID-19 pandemic is forcing tourism businesses to pay more attention to customers and their needs. Customer relationship management in the hotel is the most important aspect that needs to be developed continuously in order to meet the needs of consumers, to improve the quality of services. Customer management in accommodation industry is a very important aspect in order to gain an advantage in the market or to survive in a competitive environment. In this paper, customer relationship management is analyzed generally as well as in the four stars superior hotel “Aqua Aurelia”. Conducted studies that analyses the existing management system and suggestions for improving are also included.
Problem of the Thesis. Are customer relationships properly managed at the hotel “Aqua Aurelia” during the pandemic? Customer relationship management is a key part of any successful business and hospitality industry. By following the strategy of CRM dimensions, businesses tend to achieve better results in success of their business. It is almost impossible to determine what part of the mentioned strategy is the most important, although it is clear that people, or in another word - customers, create an important part of any companies’ successes, especially when talking about the tourism sector. For this reason, every company should prepare to satisfy its customers to improve the profitability of hotels. It is known that hotel managers try to please the customers in one way, or another depending on their needs or wishes, although it is crucial to understand that the needs that are met, are satisfactory for all sides, concerning all customers as well as employees. Especially during the time of the global pandemic, customer satisfaction is often depending on their expectations and trends around the world. In order to success, hotels must act quick and adapt the changes in every sector, most importantly CRM.
Aim of the Thesis. By investigating the customer management at the four stars superior hotel “Aqua Aurelia” amid Covid-19, offer propositions to improve CRM during the pandemic.
Objectives of the Thesis
• To examine the theoretical aspects of CRM development in the hotels;
• To analyze the customer management situation at the four-star hotel “Aqua Aurelia”;
• To conduct the analysis of customers opinion on CRM at the hotel;
• To provide recommendations for improving customer relationship management at four stars Superior hotel “Aqua Aurelia” amid Covid-19;
Objective of the Thesis. Customer relationship management development at the hotel “Aqua Aurelia” amid Covid-19.
Research Methods. Analysis of literature and other sources, interview, survey, SWOT analysis.
Results of the thesis. While conducting two studies, the existing customer relationship at the four stars superior hotel was analyzed and recommendations for future development has been
offered.
Main recommendations. Adapting new customer relationship management technologies and attending employee meetings for idea sharing and better information flow
Problem of the Thesis. Are customer relationships properly managed at the hotel “Aqua Aurelia” during the pandemic? Customer relationship management is a key part of any successful business and hospitality industry. By following the strategy of CRM dimensions, businesses tend to achieve better results in success of their business. It is almost impossible to determine what part of the mentioned strategy is the most important, although it is clear that people, or in another word - customers, create an important part of any companies’ successes, especially when talking about the tourism sector. For this reason, every company should prepare to satisfy its customers to improve the profitability of hotels. It is known that hotel managers try to please the customers in one way, or another depending on their needs or wishes, although it is crucial to understand that the needs that are met, are satisfactory for all sides, concerning all customers as well as employees. Especially during the time of the global pandemic, customer satisfaction is often depending on their expectations and trends around the world. In order to success, hotels must act quick and adapt the changes in every sector, most importantly CRM.
Aim of the Thesis. By investigating the customer management at the four stars superior hotel “Aqua Aurelia” amid Covid-19, offer propositions to improve CRM during the pandemic.
Objectives of the Thesis
• To examine the theoretical aspects of CRM development in the hotels;
• To analyze the customer management situation at the four-star hotel “Aqua Aurelia”;
• To conduct the analysis of customers opinion on CRM at the hotel;
• To provide recommendations for improving customer relationship management at four stars Superior hotel “Aqua Aurelia” amid Covid-19;
Objective of the Thesis. Customer relationship management development at the hotel “Aqua Aurelia” amid Covid-19.
Research Methods. Analysis of literature and other sources, interview, survey, SWOT analysis.
Results of the thesis. While conducting two studies, the existing customer relationship at the four stars superior hotel was analyzed and recommendations for future development has been
offered.
Main recommendations. Adapting new customer relationship management technologies and attending employee meetings for idea sharing and better information flow