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Effective Customer Relationship Management - Customer Loyalty Program

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Effective Customer Relationship Management - Customer Loyalty Program
The Hong Kong Polytechnic University School of Hotel and Tourism Management HTM3129 Lodging Management Lecturer & Tutor: Dr. Deniz KUCUKUSTA

Group Project Title: Effective Customer Relationship Management—Customer Loyalty Program

Class Group: Thursday, SEM004 16:30—17:30 Group Member: Leung Mei Wun, May (10626919D) Ngan Ho Shan, Iris (10571756D) Poon Wing Lam, Yvonne (10627025D) Wan Wing Tung, Yuki (10542306D) Wu Kit Wing Ophelia (10504166D)

Date of submission: Total no. of words:

2nd December, 2010 3,491 words

1

Content Introduction & Background Objectives Importance of Effective Customer Relationship Management Why Hilton? Criteria of Effective Customer Relationship Program Case Study—Hilton Hotels    About HHonours Points & Rewards MyWay Specials P.13-14 P.15-16 P.17-18 P.19-21 P.3 P.3 P.4 P.5 P.6-7 P.8-12

Analysis & Evaluation Recommendations References Appendix

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Introduction & Background Customer Relationship Management (CRM) is defined as the process of attracting, remaining and keeping partnership with a specific group of customers so as to provide value to the company and the customers (Parvatiyar, Sheth, 2001). It has become more and more important among enterprises in the past decade. Although hotels were not the early adopters of CRM, they have recognized the significance of having CRM and have been using a customer-focus strategy in order to develop a lasting relationship with their customers (Songini, 2001). CRM can help understand the preferences and encourage customers to keep their relationship with the business in a continuous manner (Parvatiyar, Sheth, 2001). It would then help improve product and service development. (Bannan, 2001) Customer loyalty programme is one of the strategies in CRM (Uncles, Dowling, Hammond, 2003). The most current loyalty programmes started in 1980s which was originated from the frequent fliers programmes developed by American Airlines. Many airlines as well as firms in hospitality


References: Appendix Meeting - Check progress of each part - Discuss & Modify details Meeting - Report Finished - Final check of the whole report Meeting - Presentation Rehearsal Meeting - Presentation Rehearsal Final Amendments of Report after Presentation All All All All 21
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