Here is the synopsis of our sample research paper on HOTELS AND CUSTOMER RELATIONSHIP. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 4-page paper focuses on hotels, customer information gathering, and how that information can be used to provide more and better service for the customer staying the night. Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MThotcrm.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
days, have beds, phones and television sets. And, unless the hotel or motel is an absolute dive, most offer reasonably clean rooms.
Given the similarity of the product, therefore, the difference between hotels relies on the service that is provided for the customer (given the price level, of course). Because it
is service that determines whether a customer will be back or whether he or she will put down "Im never returning!" on the customer feedback form, a hotel chains database,
more and more, contains information about guests in question, including demographics, how many times the guest visits in a given period of time, and room preferences.
In this paper, well answer the questions dealing with how hotels can use this information to their advantage in an attribute that is known as "customer
relationship management," or CRM. How can the chain use guest information to develop relationship marketing programs? Relationship marketing, especially in the lodging
industry, is more than simply throwing the message out to the consumer and hoping the consumer will then respond to it by coming and staying a night or two at
the hotel in question. Relationship marketing involves building a definite give-and-take relationship between the customer and the chain -- and this is where CRM comes into play.
Thanks to CRM, the hotel chain has a lot of information about the customer, ranging from where he or she lives, all the way to
his/her breakfast preferences. At Harrahs in Las Vegas, for example, its Total Rewards program does more than reward the customer for loyalty -- its a way to gather data as
...