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The Contribution of CRM to Sales Performance in the Hotel Business.
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Michael Toedt
ISBN: 9786202021180
Год издания: 2019
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 208
Издательство: LAP LAMBERT Academic Publishing
Цена: 37178 тг
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Аннотация: Especially for the hospitality industry, Customer Relationship is one of the most important success factors with communication playing an integral part. The aim of this dissertation is to evaluate the influence of the most common direct marketing channels in the hotel business (e-mail and post mail) and the communication frequency on the re-buying behavior, i.e. the behavioral loyalty of existing hotel customers within a Customer Relationship Management context. Within the complex construct of CRM, marketing communication plays a central role in creating remembering effects and in initiating booking impulses, but neither the question of a worthwhile frequency nor the quality of the different media channels as a message transmitter within CRM have been evaluated so far. The main questions, which will be answered in this dissertation, are: What is the role of direct communication within Customer Relationship Management? What are the effect of on- and offline messages on customer loyalty, measured by the number of additional sales? Does communication directly and positively influence the purchase frequency of already existing customers?
Ключевые слова: Tourism, technology, Big Data, Guest Booking Behaviour