Customer Relationship Management (CRM) in Tourism-Related Hospitality Dissertation

Customer Relationship Management (CRM) in Tourism-Related Hospitality Establishments in Beijing, China - Dissertation Example ignificance of the Study 9 1.4 Purpose and Research Questions 9 Chapter 2 – Review of Relevant Literature and Research 12 2.1 Reasons Why Customer Relationship Management is Important for Tourism-Related Hospitality Establishments 13 2.2 Information and Computer Technologies and Customer Relationship Management Systems 15 2.3 Forces that Influence Customer Relationship Management Implementation Efforts in Organisations 17 2.4 Customer Relationship Management in Restaurants 18 2.5 Customer Relationship Management in Airlines 20 Chapter 3 – Methodology / Methods Used 23 3.1 Research Approach for the Dissertation Project 24 3.2 Preparation of a Literature Review 25 3.3 Design and Administration of the Survey Questionnaire 26 3.4 Analysis of the Survey Data 27 Chapter 4 – Data Analysis and Discussion 31 Chapter 5 –Conclusions, Recommendations and Suggestion for Further Work 122 Appendix A – Survey Questionnaire 125 Appendix B – Raw Data for the S urvey 135 Bibliography/ References 146 List of Figures Figure 4.1: Histogram depicting location of Tourism-Related Hospitality Establishments from Beijing Included in the Survey 34 Figure 4.2: Histogram depicting Annual Turnover of Hospitality Establishments in Beijing 36 Figure 4.3: Pie Chart depicting Number of Employees at Hospitality Establishments in Beijing Included in the Survey 37 Figure 4.4: Histogram depicting Designation of those responding to Survey Questionnaire from Hospitality Establishments in Beijing 38 Figure 4.5: Pie Chart depicting Departmental Affiliation of those responding to Survey Questionnaire from Hospitality Establishments in Beijing 39 Figure 4.6: Pie Chart depicting Satisfaction with Efforts made for Implementation of CRM Initiatives at Hospitality Establishments in Beijing 40 Figure 4.7:... From the research it can be comprehended that it is now important for hospitality establishments from around the world to understand how best to effectively manage relationships with customers. Times are difficult, and the rapidly changing business environment is highly competitive. Thus, it makes sense to try to retain customers and to make the right impression on all those who have had a first experience with a hospitality establishment, especially for establishments serving clients combining business with pleasure who may return. It is far more expensive to try to attract new customers than to try to retain the existing and during tough and competitive times, it is best for hotels to try to ensure that its clientele remain loyal. Thus, although academic literature and practical implementations of Customer Relationship Management (CRM) do not present a clear indication about what CRM is, it is clear that to know the customers and to serve them better it is important for a hospitali ty establishment to present superior interactions and knowledge about the customer. The use of information and communications technologies with data mining for knowledge gathering is now apparent in many hospitality establishments for supporting Customer Relationship Management and formulation of management strategy. Because CRM is about getting to know customers and their needs better, it is about implementing specific Information and Communication technology projects within an organisation to process organisational data to deliver knowledge about customers and their needs.