The idea of the ever faithful and loyal customer is nothing new and from reviewing the extensive collection of articles, literature and books within this topic, it becomes very clear. When talking about the concepts it has been built and developed over hundreds of years which create a solid base and actually not much has changed over the years looking at it from a more philosophical perspective.
However, together with the “flattening of the world”, technological advancement, globalization, economic downfall, as well as lifestyle shifts and the ongoing culture-mix impact this will vastly affect both companies and customers, especially in and from the golden BRIC-countries. This mayor shift will forces the hospitality industry into change and fast. This means that hospitality will have to go outside the safe zone of tradition to learn and adapt new technologies, as well as find new understanding liaisons especially in the IT industry.
The main aim of this dissertation is to guide and assist 5-star hotels in constructing a solid and long-term holistic strategy towards their loyal customers and to develop a plan that can guide and assist the same in the implementation process of launching a holistic eCRM strategy that will prove mutually beneficial to the company and the customer, as well as strengthen all their global customer relationships.
