Application of Customer Relationship Management Methodologies as an Enterprising Strategy for the Hospitality and Tourism Education (original) (raw)

2011

Abstract

Purpose – The purpose of this paper is to explain the methodologies of customer relationship management (CRM) and apply the same to higher education scenario with emphasis on hospitality and tourism context. The paper seeks to outline the benefits and limitations of the CRM. Approach – The paper specifies an ideational application of the CRM concept and establishes its suitability in the hospitality and tourism institutions. Findings – Customer Relationship Management would be expected as the norm in the hospitality and tourism education by customers of the future, yet it is only the trendsetters who gain real perceptible benefits from this progression. Applied Implications – The paper proposes conceptual examples for the hospitality and tourism education on how to utilise the innovative CRM tool. The expertise and technology is already available and the utilisation of these novel techniques would certainly enhance consumers' gains from it. This can result in more satisfied cust...

Dr. Kulwinder Pal hasn't uploaded this paper.

Let Dr. Kulwinder know you want this paper to be uploaded.

Ask for this paper to be uploaded.