The Impact Of Customer Relationship Man
THE IMPACT OF CUSTOMER RELATIONSHIP MANAGEMENT IN CUSTOMER RETENTION AND CUSTOMER LOYALTY IN HOTEL INDUSTRY
TSANG, WAI KIT
MATRICULATION NUMBER: 53624975
EDINBURGH NAPIER UNIVERSITY
EDINBURGH
Dissertation submission for the award of
BA (Hons) Marketing Management
Date: November 2014
Supervisor: Margaret Chui
Word count: 1620
Table of contents
Selection Title Page
1. The Background of the Study and Overall Research Aim 3
2. Research Objectives 4
3. Initial Review of Relevant Literature 5-8
4. Theoretical Framework 9
4.1 Hypotheses 10
5. Research Methods 11
6. Timeline of Dissertation 12
7. References 13-14
1. The Background of the Study and Overall Research Aim
A executive vice president from one of the hospitality group, Mr. Michael DiLeva (2014) stated that CRM is more important than it’s ever been. Dowling (2002) said that the belief of CRM is to develop a better relationship with customer, and it is the best way to let them become loyal to the company. And these kind of loyal customers are more profitable than the non-loyal customers. In this report, it will found out how Customer Relationship Management (CRM) can affect the result of Customer Retention (CR) and Customer Loyalty (CL). A senior Director managed in hospitality group, Mr. Klaus Kohlmayr (2010) mentioned that in recent economic times, a aggressive movement is required in pursuing demand in order to deliver profitability. Ensure that the company is targeting the right customers and helping to establish customer loyalty amongst profitable customers. As all of the above reasons, therefore, specific focus discuss in hotel industry, as guests are at the forefront of operations within the hotel industry (Zinelding, 1999). The aim of this research is to found out how hotelier can do well on CRM to retain their client or even make them become a loyalty customer.
2. Research Objective
Important data
TSANG, WAI KIT
MATRICULATION NUMBER: 53624975
EDINBURGH NAPIER UNIVERSITY
EDINBURGH
Dissertation submission for the award of
BA (Hons) Marketing Management
Date: November 2014
Supervisor: Margaret Chui
Word count: 1620
Table of contents
Selection Title Page
1. The Background of the Study and Overall Research Aim 3
2. Research Objectives 4
3. Initial Review of Relevant Literature 5-8
4. Theoretical Framework 9
4.1 Hypotheses 10
5. Research Methods 11
6. Timeline of Dissertation 12
7. References 13-14
1. The Background of the Study and Overall Research Aim
A executive vice president from one of the hospitality group, Mr. Michael DiLeva (2014) stated that CRM is more important than it’s ever been. Dowling (2002) said that the belief of CRM is to develop a better relationship with customer, and it is the best way to let them become loyal to the company. And these kind of loyal customers are more profitable than the non-loyal customers. In this report, it will found out how Customer Relationship Management (CRM) can affect the result of Customer Retention (CR) and Customer Loyalty (CL). A senior Director managed in hospitality group, Mr. Klaus Kohlmayr (2010) mentioned that in recent economic times, a aggressive movement is required in pursuing demand in order to deliver profitability. Ensure that the company is targeting the right customers and helping to establish customer loyalty amongst profitable customers. As all of the above reasons, therefore, specific focus discuss in hotel industry, as guests are at the forefront of operations within the hotel industry (Zinelding, 1999). The aim of this research is to found out how hotelier can do well on CRM to retain their client or even make them become a loyalty customer.
2. Research Objective
Important data
References: Important factors of CRM impact Customer Retention and Customer Loyalty Zineldin (2006) has explained that it is important to greater the value of the product and service provided by the organization to the customer Bassham, M. (2004). Local e-Government – CRM National Project, The Benefit of CRM [Online] Available at: http://jisc.cetis.ac.uk/crm-tools/documents/benefits-of-crm.pdf Accessed 25 October 2014 Chu, K Dowling, G. (2002). Customer Relationship Management: In B2C Markets, Often Less Is More. California Management Review, 44(3), 121-137. [Online] Available at: http://dx.doi.org/10.2307/41166134 Accessed 25 October 2014 Dwyer, Robert F., Schurr, P., Oh, S Evanschitzky, H., Iyer, G. R., Plassman, Hilke, Niessing, Jorge, Meffert, Heribert (2006). The relative strength of affective commitment in securing loyalty in service relationships, Journal of Business Research, Vol.59, pp. 1207-1213 Grönroos, C Grönroos, C. (2002). Service Management och Marknadsföring – en CRM ansats. Kristianstad: Kristianstads Boktryckeri AB Jobber, D