International Hospitality Management : Report

Added on - 14 Jan 2020

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International Hospitality Management
Executive SummaryElectronic customer relationship management is the involvement of electronic means in theCRM technique. In the traditional form Customer relationship management was used to createstrategies that would help an organization in maintaining harmonious relation with the consumer. Inorder to enhance purchaser’s experience in the international hospitality industry it is important todevelop an electronic management where customers can easily contact the hotel to know thedifferent tariff rates. As the hospitality industry works worldwide, it is critical to provide services tothe users who can access the information of any hotel through internet from anywhere around theglobe. E-CRM plays an important in gathering an attracting customers from all around the world.Electronic customer relationship management is actually the use of software and technology that isbuilt over an online internet base. With coming up of this technology, the hotel industry is now ableto provide services to the users through internet and website. It is relevant for the growth andprofitability of the organization to build a strong electronic CRM. In order to fulfil this task ofinternet Hilton will have to hire skilful and professional employees. Along with this, it isrecommended to build social CRM system. Hilton would have to make sure that it manages theguest’s data and privacy and also must reduce cost of the online services. This helps the hotel inenhancing its competencies. With the increase in the capabilities an organization is able to achievecompetitive advantage over its rivals. International hospitality management requires to generate andevolve the relationship between customer and organization and the electronic customer relationshipmanagement helps to build purchaser’s loyalty and increases their involvement in knowing the factsabout the hotel.
Table of Contents.............................................................................................................................................................4INTRODUCTION...............................................................................................................................4LITERATURE REVIEW....................................................................................................................4DISCUSSION AND ANALYSIS........................................................................................................8CONCLUSIONS...............................................................................................................................10RECOMMENDATION.....................................................................................................................10REFERENCES...................................................................................................................................12
INTRODUCTIONHospitality management is concerned with efficient administration of staff in the entire hotelindustry. It includes controlling and supervising hotels, travel agencies and restaurants. Thisindustry comprises those organization which provide hospitality services to tourists and visitors(Shapiro and et.al., 2015). The services provided by the hotels are transportation, lodging, themeparks, event planning, cruise lines and many more. Hospitality industry is operating its businessoperations at global level. These hotels are concerned with providing premium services to theguests who want accommodation as well as food services outside the comfort of their home. Insimple terms individual who travel and wants to spend time for recreational purposes require to beserviced by a hotel or a restaurant.The report discusses the administration and operations related to Hilton hotel in London.The research is conducted to identify internal and external factors affecting the hotel's profitability.Moreover, it discusses implication related to the electronic customer relationship management i.e. e-CRM on finances, marketing and human resource. This is done so as to find out the competitiveadvantage of Hilton over its competitors.LITERATURE REVIEWTraditional CRMCustomer relationship management involves the method and strategies developed by theorganization to manage the interaction of guests with the hotel. According toNeslinCustomerrelationship management i.e. CRM deals in a way to understand the needs and wants of thecustomers”(Neslin, 2014). This is done by evaluating what the purchaser’s need is and how toproduce that, so as to satisfy their wants. Customers are the most important element of anyenterprise. Hotel’s profitability depends upon providing best and excellent services to the guests. Asthey are the persons who will make the hotel successful. Being a part of international hospitalityindustry, the main product that is provided to the guests are the services.Competitive advantageCompetitive advantage is a sort of reward gained by an organization by offering buyers withpremium and high quality services. The hospitality industry depends upon making money byconverting customer satisfaction into monetary terms. As the hotel organization works around theglobe it is important to bring competitive edge to gain advantage over competitors.Brennan andet.al., stated that “The approach of CRM is to understand guest’s perception through the system ofinformation”(Brennan and et.al., 2014). This is done so as to understand the desires andperceptions of customers towards the services provided to them in the international hospitality
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