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The Contribution of CRM to Sales Performance in the Hotel Business: 2nd Edition - Couverture souple

Toedt, Dr. Michael

 
9786208446215: The Contribution of CRM to Sales Performance in the Hotel Business: 2nd Edition
Couverture souple
ISBN 10 : 620844621X ISBN 13 : 9786208446215
Editeur : LAP LAMBERT Academic Publishing, 2025

Synopsis

Especially for the hospitality industry, Customer Relationship is one of the most important success factors with communication playing an integral part. The aim of this dissertation is to evaluate the influence of the most common direct marketing channels in the hotel business (e-mail and post mail) and the communication frequency on the re-buying behavior, i.e. the behavioral loyalty of existing hotel customers within a Customer Relationship Management context. Within the complex construct of CRM, marketing communication plays a central role in creating remembering effects and in initiating booking impulses, but neither the question of a worthwhile frequency nor the quality of the different media channels as a message transmitter within CRM have been evaluated so far. The main questions, which will be answered in this dissertation, are: What is the role of direct communication within Customer Relationship Management? What are the effect of on- and offline messages on customer loyalty, measured by the number of additional sales? Does communication directly and positively influence the purchase frequency of already existing customers?

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2025
Langue
anglais
ISBN 10 
620844621X
ISBN 13 
9786208446215
Reliure
Broché
Nombre de pages
204
Coordonnées du fabricant
non disponible
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