How does CRM (Customer relationship management) effect the size of hotel and contemporary hotel mode
Zhou, Shiyu (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023051911972
https://urn.fi/URN:NBN:fi:amk-2023051911972
Tiivistelmä
ICT solutions are becoming increasingly popular during this new modern business competition. One suitable software solution may change the whole market share or even reshape the business model and process.
CRM is one of the significant ICT solutions that stands for customer relationship management to manage customer data. It supports sales management, delivers actionable insights, integrates with social media and facilitates team communication. Cloud-based CRM systems offer complete mobility and access to an ecosystem of bespoke apps.
Almost 82% of businesses (Rebekah Carter, 2022) have already implemented a CRM system in the last decade. Despite the apparent advantages of CRM, some hotel businesses, such as apartment hotels, youth hotels, conference hotels, and small size hostels, have yet to implement ICT solutions. This thesis aims to investigate the impact of CRM on different sizes of hotels in the current business marketing landscape by considering operational structure, employee structure, IT setup, CRM benefits and the history of the hotel industry, among other factors. The study seeks to subdivide the topic into several areas to understand the effect of CRM practices on CRM outcomes, such as customer retention, customer satisfaction, customer loyalty, working efficiency, marketing, customer service, customer segmentation, customer value.
CRM is one of the significant ICT solutions that stands for customer relationship management to manage customer data. It supports sales management, delivers actionable insights, integrates with social media and facilitates team communication. Cloud-based CRM systems offer complete mobility and access to an ecosystem of bespoke apps.
Almost 82% of businesses (Rebekah Carter, 2022) have already implemented a CRM system in the last decade. Despite the apparent advantages of CRM, some hotel businesses, such as apartment hotels, youth hotels, conference hotels, and small size hostels, have yet to implement ICT solutions. This thesis aims to investigate the impact of CRM on different sizes of hotels in the current business marketing landscape by considering operational structure, employee structure, IT setup, CRM benefits and the history of the hotel industry, among other factors. The study seeks to subdivide the topic into several areas to understand the effect of CRM practices on CRM outcomes, such as customer retention, customer satisfaction, customer loyalty, working efficiency, marketing, customer service, customer segmentation, customer value.