Customer Relationship Management in Hotel : Report

Added on - 03 Jun 2020

  • 29

    Pages

  • 3942

    Words

  • 111

    Views

  • 0

    Downloads

Trusted by +2 million users,
1000+ happy students everyday
Showing pages 1 to 6 of 29 pages
CUSTOMER RELATIONSHIP MANAGEMENT(CRM) IN HOTEL: ADDING A E- DIMENSION TOTHE MODEL
Table of ContentsCHAPTER 1: INTRODUCTION....................................................................................................1Background.............................................................................................................................1Aim and objectives.................................................................................................................1Research questions.................................................................................................................1Rationale of the study.............................................................................................................2Significance of the study........................................................................................................2Research plan..........................................................................................................................2CHAPTER 2: LITERATURE REVIEW.........................................................................................4Introduction............................................................................................................................4Concept of CRM vs e-CRM in hotel industry........................................................................4Customer-facing CRM practices............................................................................................4Perception of leisure travellers regarding hotel's CRM practices..........................................5Hotel selection patterns of leisure travellers..........................................................................6Effectiveness of CRM and E-CRM practices.........................................................................6CHAPTER 3: RESEARCH METHODOLOGY.............................................................................8Introduction............................................................................................................................8Research philosophy...............................................................................................................8Research design......................................................................................................................8Research approach..................................................................................................................9Data collection........................................................................................................................9Sampling.................................................................................................................................9Data Analysis........................................................................................................................10Ethical consideration...........................................................................................................10CHAPTER 4: DATA ANALYSIS................................................................................................11Introduction..........................................................................................................................11Discussion.............................................................................................................................11CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................16Conclusion...........................................................................................................................16Recommendation..................................................................................................................16REFERENCES..............................................................................................................................18
CHAPTER 1: INTRODUCTIONBackgroundIn the modern competitive era companies are paying more attention on buildingrelationship with customers. Now -a-days corporations are taking support of advancedtechnologies in order to make effective coordination with their valuable consumers. Hospitalityindustry is one of the major service provider, travellers expect best services and effective co-ordination from hotels or restaurants (Baah-Ofori and Amoako, 2015). In order to fulfil theirneeds this sector uses effective customer relation management (CRM) strategies so that they canretain their clients in the organization for longer duration and make them loyal towards thebrand. Present study is based on Grand Hyatt hotel which is well known luxurious hotel of HongKong. Current assignment will discuss the concept of CRM vs e-CRM in the hospitality sector. Itwill investigate integration strategies of Grand Hyatt hotelfrom CRM into E-CRM (Bansal andet.al, 2014). It will explore perception of leisure travellers on hotel's CRM practices undertakenby hotel. It will describe effectiveness of customer relationship management and electronic-CRMpractices of cited firm in order to retain service users in the organization for longer duration andto make them positive towards the brand.Aim and objectivesAim:“To investigate the integration from CRM to E-CRM in hotel industry: A case Study of GrandHyatt hotel of Hong Kong”.Objectives:To understand the concept of CRM vs e-CRM in hotel industry.To identify customer-facing CRM practices in Grand Hyatt hotelTo explore perception of leisure travellers on hotel's CRM practices undertaken by hotel.To investigate the hotel selection patterns of leisure travellers.To determine effectiveness of CRM and E-CRM practices of Grand Hyatt hotel in orderto generate customer retention and world-of-mouth amongst leisure travellers.Research questionsWhat is the concept of CRM vs e-CRM in hotel industry?Explain customer-facing CRM practices of Grand Hyatt hotel?1
What are the perception of leisure travellers regarding hotel's CRM practices undertakenby hotel?Explain hotel selection patterns of leisure travellers?How CRM and E-CRM practices of Grand Hyatt hotel are effective in order to generatecustomer retention and world-of-mouth amongst leisure travellers?Rationale of the studyCompetition is very high and it is very difficult for organizations to sustain in suchcomplex market for longer duration. Globalization and technological advancement create hugepressure on hotel industry. Consumers are moving towards other hotels where they get qualityservice. To retain valuable clients in the hotels for longer duration, firms have to build strongrelationship with them (Mohamad and et.al, 2014). So that they can make them loyal and canenhance their profitability. With the help of this investigation perception of customers and theirhotel selection patterns will be identified so that company can make effective integration strategyin order to build relationship with them. It will be beneficial for hotel industry in order toimprove their CRM and ECRM practices so hat they can meet with expectation of clients andcan make them loyal towards the brand.Significance of the studyThis study will be beneficial for hotel industry in order to know perception of consumersso that they can make effective integrating ECRM strategies for retaining their customers in theorganization for longer duration (ElKordy, 2014). It will be helpful in building strongrelationship with the clients and in gaining competitive advantage.Research planTable1: Research PlanActivity1thWeek2ndWeek3rdWeek4thWeek5thWeek6thWeek7thWeek8thWeek9thWeek10thWeekDetermineresearch2
TopicReview ofLiteratureMapping upresearchmethodologyCompletingProposalPreparationofquestionnaireRecording ofdataDesigngraphs fordata AnalysisDiscussionandConclusionEditing andCompletingfinal report3
desklib-logo
You’re reading a preview
Preview Documents

To View Complete Document

Click the button to download
Subscribe to our plans

Download This Document