Aims
The main aim of this dissertation is to guide and assist 5-star hotels in constructing a solid and long term strategy towards their loyal customers. It is also to develop a plan that can guide and assist the same in the implementation phase of launching a holistic eCRM strategy that will benefit both the company and the customer in a win-win situation, as well as strengthen all their online customer relationships.
- The first aim is to theoretical investigate and gain deeper knowledge and better understanding of 1) the concept of customer loyalty, 2) the concept of eCRM, and 3) how to handle the same over online channels like web 2.0 and social media.
- The second aim is of a more practical and industry related nature focusing on how 5-star hotels can create, maintain and develop successful long-term customer relationships through an eCRM approach using interactive online channels like web 2.0
To make this into a more realistic approach (not only theoretical) the second aim also includes highlighting the potential benefits, as well as the challenges and implications that can occur in the increasing competition and rapidly escalating and ongoing globalization.
Objectives
- Review literature about customer loyalty, the concept of eCRM and how to handle the same over online channels like web 2.0 and social media.
- Practical study of a 5-star hotel chain in Asia with reference to customer loyalty and the concept of eCRM and how to handle the same over online channels like web 2.0 and social media. However, the name of the 5-star hotel chain cannot be revealed due to privacy issues although the findings of this study are applicable to all 5-star hotels.
