The Contribution of CRM to Sales Performance in the Hotel Business
Dr. Michael Toedt
Broschiertes Buch

The Contribution of CRM to Sales Performance in the Hotel Business

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Especially for the hospitality industry, Customer Relationship is one of the most important success factors with communication playing an integral part. The aim of this dissertation is to evaluate the influence of the most common direct marketing channels in the hotel business (e-mail and post mail) and the communication frequency on the re-buying behavior, i.e. the behavioral loyalty of existing hotel customers within a Customer Relationship Management context. Within the complex construct of CRM, marketing communication plays a central role in creating remembering effects and in initiating b...