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Customer Relationship Management Practices (CRM) and Guest Retention. A Hotel Industry Perspective
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| Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Weru Ngacha
ISBN: 9786202798488
Год издания: 2020
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 196
Издательство: LAP LAMBERT Academic Publishing
Цена: 43528 тг
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Сферы деятельности:Код товара: 574945
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| Доставка Почтой России из города Москва |
Аннотация: The main purpose of this study was to carry out an assessment on customer relationship management in Hotel Industry in context of African countries and the effect this have on customer retention. Tourism and hospitality continue to gain impetus in these countries owing to the contribution to the economic development. The findings indicated that CRM practices have a significant effect on customer retention in hotels. However, the hotels in the region needed improvements relating to IT platforms supporting CRM strategy, enhanced staff management including empowering and training of staff on communication and service skills, improving service processes and pricing services appropriately to match customer value perceptions.
Ключевые слова: CRM, Guest Retention, Hotel Industry, Rwanda hotel industry, Kigali City, CRM practices, Hospitality, CRM initiatives, CRM Implementation, customer data management, Customer Relationship Management
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