The research questions defined to obtain the aims and objectives, as well as to support the main title of this dissertation; “A Study of Customer Loyalty and the impact of an eCRM approach in a 5-star hotel environment” are the following:
- Research Question 1 – How can an eCRM approach impact the Customer Relationship in form of trust and commitment?
- Research Question 2 – Why is Customer Interaction, -Engagement and -Participation important to an eCRM approach?
- Research Question 3 – How can an eCRM approach positively impact Customer Interaction, -Engagement and –Participation?
- Research Question 4 -How will an eCRM approach impact the Organizational (departmental) structure, organizational performance and Customer experience ?
- A) How can an eCRM approach impact Customer Economics and Customer Profitability?
- B) Why is using a holistic strategy important to an eCRM approach?
