Customer relationship management research in hospitality industry a review and classification

  • How do you evaluate customer relationship management?

    This is how to measure CRM Effectiveness:

    1. Rate of renewal
    2. Close rates
    3. Customer retention
    4. Net promoter score
    5. Customer turnover
    6. Average time to resolution
    7. Average number of follow-ups per issue
    8. Referrals

  • What is customer relationship management in the hospitality industry?

    Customer Relationship Management (CRM) in the hotel industry is a process of building and managing profitable relationships with customers.
    It is a strategy that involves all departments within an organization and all levels of employees.
    The goal is to enhance customer service and increase customer satisfaction..

  • What is the role of research for the management of hospitality sector?

    Research helps businesses gain a deeper understanding of their customers' needs and preferences.
    For example, a hotel may use research to understand the reasons for a decline in customer loyalty and develop strategies to retain customers..

  • A hospitality CRM will create a connection to your PMS, POS, survey, marketing, and other systems to pull guest data out of those sources and into your central, hotel CRM database.
    This may be done in real-time, nightly, weekly, or on other frequencies depending on your needs and the constraints of those systems.
  • Surveys and questionnaires can be designed to measure customer satisfaction, loyalty, preferences, expectations, motivations, and behaviors.
    They can also be used to test new ideas, products, or services, or to benchmark against competitors.

Do You need More research articles in the hospitality industry?

The majority of published research articles are in the area of hospitality, with a specific focus on hotels and restaurants

Therefore, more studies with a focus on pubs and clubs are required

Future research in the tourism area, especially at the destination level is also required

Is CRM research conducted in tourism and hospitality sector?

To date, scholars have produced an abundant number of CRM-related studies in tourism and hospitality journals

In this study, the progress of CRM research conducted in the tourism and hospitality sector is critically reviewed

What is Customer Relationship Management Research?

Customer Relationship Management Research in Tourism and Hospitality: A State-of-the-art Purpose: This study aimed to provide a critical review of the evolution of customer relationship management (CRM) research in the hospitality and tourism field


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